Carlos A Bonilla’s Post

📊 Transforming Marketing Insights with AWS-Powered BI Platform 📊 Discover how we empowered a leading supermarket chain with data-driven marketing precision and insights! Business Overview: Our client, a prominent supermarket chain, sought deeper insights into their marketing efforts—especially in e-mail coupon distribution to loyalty program members—to boost accuracy and effectiveness. Project Scope: 🔹 Create a Web System for Quick Data Processing 🔹 Automate Data Update Processes 🔹 Develop BI Dashboards for Enhanced Data Visualization Innovative Solution: We turned to Amazon Web Services (AWS) for its scalability and swift, secure data processing. Our architectural prowess ensured: 🔹 Regular Database Updates with Consistency 🔹 Efficient Data Processing Environment Leveraging Looker as our Business Intelligence (BI) tool, we crafted: 🔹 Overview Dashboard: Main Financial Indicators & Business Dynamics 🔹 Demographic Dashboard: Customer Profit Distribution by Segments 🔹 Marketing Insights Dashboard: Sales Analysis & Audience Profiling 📈 Outcome: ✅ Robust BI System for Fast Data Processing ✅ Valuable Insights for Target Audience Understanding ✅ Enhanced Marketing Campaign Optimization Top management now makes informed decisions, tracks business dynamics, and gains deep customer insights, boosting profits and customer satisfaction. 👥 Team Behind Success: 4 Experts - Project Manager, Business Data Analyst, Data Engineer, QA Engineer 🛠️ Tech Stack: LookML, Spark, SQL, Looker, AWS: S3, Lambda, Redshift, DataPipeline, Glue, EMR 🔗 Read the Full Success Story: https://lnkd.in/etfxwvzc Ready to optimize your marketing strategies with data-driven precision? Let's discuss how AWS-powered BI can elevate your business. Reach out to me for a chat! 🛒📈 #AWS #BusinessIntelligence #MarketingInsights #NIXSuccessStory #DataVisualization

I had the pleasure of working with Samantha Sawyer and Bryan Smith to write a blog about Databricks and Hightouch’s newest product, Campaign Intelligence. Campaign Intelligence helps marketers aggregate performance data from all of their different tools, so they can measure cross-channel campaigns in one place. This makes A/B and incrementality tests a breeze. You can build custom funnels, and turn those funnels directly into audiences to sync back into your campaign tools. Even cooler: an AI copilot lets you just ask questions to find answers in your data, without needing to rely on your data team or a BI tool. https://lnkd.in/eQi8r3nq

Leveraging Big Data to Improve Your Marketing Efforts Introduction to Big Data in Marketing Big data refers to the vast volumes of structured and unstructured information that businesses generate daily. It encompasses data from various sources, including social media, customer transactions, online interactions, and more. Over the past decade, the exponential growth of data has revolutionized the landscape of marketing, transforming it into a data-driven discipline. This surge is primarily due to advancements in technology and the proliferation of digital touchpoints, which continually generate new forms of data. The relevance of big data in modern marketing strategies cannot be overstated. By harnessing the power of big data, businesses can gain a comprehensive understanding of consumer behavior. This encompasses insights into consumer preferences, purchasing patterns, and even sentiment analysis. Such information is invaluable in crafting personalized and targeted marketing campaigns that resonate with specific audience segments. Furthermore, big data enables marketers to optimize their campaigns in real-time. Through continuous monitoring and analysis, they can identify what works and what doesn’t, allowing for immediate adjustments that enhance effectiveness and ROI. This level of optimization was previously unattainable, making big data an indispensable tool for modern marketers.

🚀 Thrilled to unveil my latest project: Unlocking the power of data to optimize marketing strategies! 💡📊 In today's world, marketing is more than just creativity—it’s about making informed, data-driven decisions to stay ahead. That’s exactly what I explored in my recent project using #R, where I took a deep dive into the world of marketing optimization for an e-commerce company. 🌟 What did I do? 🔹 Web Traffic Analysis: Uncovered key user behaviors by analyzing traffic across different devices and user types. 🔹 Social Media Insights: Mapped engagement trends across platforms like Facebook, Instagram, and X to boost interaction. 🔹 Email Campaign Analysis: Assessed multiple campaigns to identify top performers and maximize future engagement. 🔹 Customer Segmentation: Used K-Means clustering to group customers by purchasing patterns, helping target them more effectively. 🔹 Predictive Modeling: Built a regression model to forecast revenue from email campaigns—helping businesses fine-tune their strategy for the best results. 🔹 A/B Testing: Compared email campaigns using statistical tests to determine what truly works. 🌟 What’s even cooler? I designed an interactive #Shiny app that empowers users to input campaign variables (emails sent, response rates, delivery failures) and instantly get revenue predictions—giving marketing teams the ability to test scenarios in real time! 📈🔮 If you’re as passionate about how data science can transform marketing strategy as I am, take a look at the full project on GitHub! It’s packed with actionable insights and practical tools. 🔗 https://lnkd.in/gz5_BCuD #DataScience #RProgramming #MarketingAnalytics #CustomerSegmentation #PredictiveModeling #ShinyApp #ABTesting #DataDrivenMarketing #GrowthHacking

In today's world of evidence-based decision-making, brands will start collecting huge volumes from various sources, not all of which are so actionably visible. At this stage, a Campaign DataMart empowers marketing teams to make quicker and better decisions. Here is why your brand should be investing in a Campaign DataMart: ✅ Optimized for Marketing Insights: Unlike the raw data in a Data Lake, a Campaign DataMart is optimized for the speed and action ability of insights. It will be targeted toward your marketing team and prepared with clean, usable data ready to go. ✅ Faster Performance: Time is money in marketing. Campaign DataMart’s aggregate and process data so that you can run real-time analytics and generate reports in seconds. Good riddance to long query times, slow results, and everything in between! ✅ Better Targeting: A DataMart provides a single version of truth on the effectiveness of campaigns across all channels. Go to it for accurate, timely insight into what's working and what's not, rather than digging through raw data. ✅ Empower Your Marketing Team: Campaign DataMart’s free up non-technical users to explore and analyze data on their own without leaning on data engineers. This naturally equates to more agility in running, optimizing, and reporting campaigns. ✅ Smarter Decision Making: Through a DataMart that integrates multi-sourced data, brands can draw better correlations between campaigns and business outcomes. You will be able to connect the dots that possibly explain customer behaviour in terms of campaign success or failure. In today's world where marketing decisions have to be data-backed and at the speed of light, a Campaign DataMart is not a luxury-it's a necessity! 💡 Ready to make your data work for you? #Marketing #DataStrategy #CampaignDatamart #DataDriven #MarketingInsights #BrandGrowth #DataTransformation #BusinessIntelligence

In the current digital marketing scenario, turning #FirstPartyData into actionable insights is more crucial than ever for business success. But how can we effectively leverage data collected directly from our audience to leapfrog the competition? 🔍Find out in our latest article written by Valentina Tortolini, Marketing Science Director, "From Data to Value: turning First-Party Data into competitive advantages". 👉 Read now: https://bit.ly/48vBw89 Let's explore together: - The importance of collecting and centralizing first-party data; - Harnessing Artificial Intelligence to analyze and model this invaluable data; - Cutting-edge strategies to maximize the value of first-party data for conversion and customer retention. Whether you're a marketer seeking innovative strategies, a data analyst or simply curious about turning data into winning strategies, this article provides valuable insights and actionable advice to propel your business forward. #DataStrategy #FirstPartyData #DigitalMarketing #Innovation #BytekBlog

Business context from marketing and computational prowess from analysts are both key factors in driving powerful marketing analytics. I was talking to a data analyst experienced in building models for F500 companies to understand his experience building an MMM, and his first response was that even after multiple tries, the model built in his recent company failed to attribute results accurately. When I asked him if he reviewed where the model was breaking to add relevant data signals, he mentioned he did not think about it that way and believed that it just wasn't working for this business. In another conversation, I was talking to a VP of Marketing from a leading internet-first brand. He mentioned that his team tried running multiple different MMM models but repeatedly found the model to attribute the majority of the results to the overall trend, which was non-intuitive. They tried multiple different algorithms once and then shelved the tool because none of the models yielded results that were intuitive. In a third conversation with a former CMO, she mentioned a curious case where a food brand was unable to understand a spike in their business and later realized it was caused by the election-day holiday in that region. She jokingly asked if such erratic signals could be factored by the model, and she was surprised when I said yes, adding election day data from one city could have very well altered the ideal budget mix for a different city during a different phase of the election. Time and again I see MMM initiatives failing when teams operate in silos. Often times the analytics teams builds a model first, with the entire list of data points seen as rows and columns. When they identify a decent model fit, the marketing team may not find the results intuitive because of the nature of the signals and eventually shuts the project. MMMs have become more accessible for new-age businesses. The lower data threshold, frequent updates, and lower cost of building/refreshing have genuinely made enterprise-grade insights accessible for new-age, fast-growing businesses. If you haven't tried building your own MMM, and are curious to know more, drop me a message. If you haven't seen MMMs to be useful, my only guidance would be: 1) Run it frequently to let it absorb the latest signals. 2) Run it iteratively by adding more context to fix where it's breaking. 3) Calibrate it intentionally to improve accuracy over time. Feel free to hit me up if you have any questions on marketing measurement; I'm always happy to have a chat.

Ever wondered how marketing analytics evolved from the times of Sir Henry Furnese in 1865 to the high-tech predictive modeling of today’s marketers? This insightful guide from Deep Sync breaks it down into clear steps, discussing its primary goals, predictive analytics benefits, and key methods in the world of data-driven marketing. 🔍 Understanding Marketing Analytics: Learn how predictive modeling, AI, and machine learning are combined to decode consumer behavior and shape marketing strategies. 🎯 Primary Goals Unveiled: Delve into the core objectives of marketing analytics - assessing past performance and charting new directions for future campaigns. 💡 Benefits of Predictive Analytics: Explore how analytics can help understand customers better, forecast outcomes, save resources, and drive revenue growth. 📊 Key Methods Explored: Discover the diverse methods like Single Attribution Analysis, Multi-Touch Attribution, Media Mix Modeling, and Unified Marketing Measurement that drive effective marketing data analysis. 🛠️ Building a Program: Follow the 5-step approach to lay a strong foundation for a successful marketing analytics program - from planning and data hygiene to segmentation, predictive analytics, and continuous reassessment. Learning from this article is like mastering the art of predicting the weather - by analyzing past patterns, you're prepared for whatever the future may bring. Dive into the realm of marketing analytics and unlock the potential of data-driven decision-making. #MarketingInsights #DataAnalytics #BusinessStrategy https://lnkd.in/gF7Z7CqC

The Power of Data Activation: How it Will Transform Performance Marketing in 2024 Tired of siloed data and ineffective marketing campaigns? Data activation is here to revolutionize the way you leverage customer insights for success. In this post, we'll explore how data activation will transform performance marketing in 2024, covering: ✅ The rise of the data warehouse as a single source of truth ✅ How Reverse ETL empowers marketers to activate data ✅ Why collaboration is key to unlocking data's potential ✅ The importance of first-party data activation in a privacy-first world ✅ Enhanced customer insights through advanced audience modeling techniques ✅ Data-driven media optimization for eliminating wasted ad spend Ready to unlock the power of your data? Check out our blog post for a deep dive into each of these points! https://lnkd.in/gJE_yNkW #marketing #dataactivation #performancemarketing #dataenrichment #thirdpartycookies #firstpartydata #marketingattribution At EasyInsights, we can help you democratize data at your workplace. Book a demo today!

Transform Your Marketing Strategy with Predictive Analytics-Enhanced Dashboards 🚀 Discover the Future of Marketing Insights In today’s fast-paced digital environment, staying ahead requires not just understanding the past, but predicting the future. That's where our enhanced marketing dashboards come into play. By integrating predictive analytics, we're not just showing you where you've been; we're illuminating the path forward. 🔍 Why Predictive Analytics in Dashboards? Predictive analytics transforms raw data into actionable insights, enabling marketers to anticipate trends, customer behaviors, and the potential outcomes of their campaigns. This foresight allows for more strategic planning, optimized budget allocation, and significantly improved ROI. 🌟 Features and Benefits: Forecast Trends: Predict market changes before they happen, allowing for timely adjustments to your marketing strategies. Understand Customer Behaviors: Anticipate customer needs and preferences, tailor your marketing efforts to meet customer demands proactively. Optimize Campaigns: Adjust campaigns in real-time based on predicted outcomes, ensuring maximum impact and efficiency. 🛠️ Overcoming Challenges Integrating predictive analytics into marketing dashboards presents challenges, including ensuring data quality and managing complex integrations. Our team at Eaglytics Co has developed streamlined solutions that simplify these processes, making advanced analytics accessible to all marketers. 📈 Real-World Success Our clients, from startups to global enterprises, have witnessed transformational changes in their marketing effectiveness thanks to our predictive analytics-enhanced dashboards. Campaigns guided by predictive insights have consistently outperformed traditional approaches, leading to higher engagement rates and better conversions. 🔗 Learn More Ready to advance your marketing strategy? Book a consultation with us at: https://lnkd.in/dEQZdKsc #dataanalytics #datavisualization #datascience #googleanalytics #lookerstudio #database #data #datawork #powerbi #python #datasector #dataupdates #AI #predictiveanalytics #marketingdata #digitalmarketing #marketingscience #digital #insights