Perspectives
14 articles on data, marketing analytics, and AI -- by Reshma Shah
01
Your site's features deserve attribution too: what 1.76M real shopping sessions revealed
Journey-graph attribution on real clickstream: which site behaviors purchases depend on -- with a measured privacy tax of zero.
02
The shopping journey is a graph: Bayesian attribution you can defend in a budget meeting
Markov journey graphs and Dirichlet posteriors: channel credit with credible intervals, and knowing when not to reallocate.
03
Data leadership: what I learned building analytics teams from the ground up
Hard-won lessons on hiring, culture, and building analytics teams that deliver at scale.
04
How modern MMM guides smarter marketing investment decisions
Why Marketing Mix Modeling has re-emerged as the gold standard for spend efficiency.
05
Not all conversion drops are performance issues: understanding mix rate effect
06
Fintech in the age of AI automation
07
Measuring SEM effectiveness: Part 2 -- data & tracking
08
Measuring SEM effectiveness: Part 1 -- attribution & incrementality
09
Marketing in the age of AI automation
10
Multi-touch attribution: what it is, why it's hard, and how AI can help
11
The future of privacy-friendly advertising: keeping it simple & effective
12
Mastering data storytelling: why and how to dive deeper into analytics
13
A comprehensive guide to A/B testing & experimentation
14
Tackling foundational challenges in ad space: lift solutions and conversion improvement