:: white papers
Papers written for practitioners,
not audiences.
Structured thinking on digital & performance marketing, measurement, and ecommerce growth — written by operators who’ve lived inside the problems. Download any paper below, no form required.
Featured Paper
Finding Actionable Insights
Performance Marketing – Customer Data Analysis: An End-to-End Approach
Understanding how to take data from files, organize & analyze the content, then find insights, is a skill that is increasingly required from marketers. This paper demonstrates a step-by-step approach from loading files into Python to creating a data schema to analysing the data and creating models that provide actionable business insights.
Concepts in Relational Data Theory
A lot of people know databases, but most don’t know the theory behind how to properly model them. There are concepts worth knowing before you begin modeling your data. E.F. Codd created the relational data model, but others have contributed over the decades and it is worth reviewing the contributions they have made to this model.
BigQuery – Not Like the Others
BigQuery is not a database in the traditional sense – it is serverless, columner, and distributed. It is a very good data store for analytical systems and provides performance and scale that few can match. This paper reviews the architecture and features that make it so good.
Using BigQuery For ARIMA Models
It is possible to create machine learning models directly in BigQuery using BigQueryML. In this paper you’ll learn how to create an ARIMA model for sales forecasting in BigQuery and how to create a report from the data in Data Studio.
Replace Excel With R
Excel is too often used for things that would be better suited to more robust or flexible platforms. Using a programming language, such as R, that is better suited to analyzing data, is often a better choice. Once you learn how to use a programming language for analysis, you’ll not want to go back.
Ready to close your own alignment gap?
The frameworks in these papers are the same ones we bring into client engagements. If you want a senior operator’s perspective on your specific situation — let’s talk.