John Cripps, Ph.D.
Laguna Beach, California, United States
2K followers
500+ connections
About
I am a marketing decision science thought leader, innovator, and team builder with over…
Articles by John
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Statistical Attribution & Optimization in the B2B World
Statistical Attribution & Optimization in the B2B World
By John Cripps, Ph.D.
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Marketing Attribution & ROI Measurement Needs become an Affordable Appliance
Marketing Attribution & ROI Measurement Needs become an Affordable Appliance
By John Cripps, Ph.D.
Contributions
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Here's how you can optimize marketing decision-making with machine learning algorithms.
For CTV advertising, first model the marginal response to TV frequency, and summarize that at the household or geo level in a metric like Elasticity. Then decile the elasticites and target the best ones. Works great for Zip or DMA audience targeting. Or use decision trees (eg XGBoost) on HH level elasticities to find more granularly targetable segments based on combinations of "person variables" like demographics, device, app service, platform, TV viewing hrs etc. Zip or DMA targeting exercises can yeild 15%+ gains in CTV ad spend productivity.
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What innovative product concept testing techniques can you use?
Discrete choice and conjoint modeling have been around forever, well studied with well known strengths and limitations. IMO these are pretty useful for first cut at refining initial pricing, bundling and value prop prior to new product or service launch. Post launch "real" in-market experiments are better.
Activity
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I recently leveraged MyTelescope’s advanced search volume analysis tool to examine the keyword "AMD stock price." Over the past four years, this…
I recently leveraged MyTelescope’s advanced search volume analysis tool to examine the keyword "AMD stock price." Over the past four years, this…
Liked by John Cripps, Ph.D.
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The single biggest mistake Marketers make: Assuming that we care about their little brand/campaign/creative. We. Simply. Don't. Care. As consumers,…
The single biggest mistake Marketers make: Assuming that we care about their little brand/campaign/creative. We. Simply. Don't. Care. As consumers,…
Liked by John Cripps, Ph.D.
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Have you heard of Insurify? If not, you probably will in the next 12 months. Actually you will right now, because Linkedin just served you this…
Have you heard of Insurify? If not, you probably will in the next 12 months. Actually you will right now, because Linkedin just served you this…
Liked by John Cripps, Ph.D.
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Education
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English
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French
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A July 4th Message from the Father of Our Country HAPPY AMERICAN INDEPENDENCE DAY 2024! For at least two decades from July 4, 1776, George…
A July 4th Message from the Father of Our Country HAPPY AMERICAN INDEPENDENCE DAY 2024! For at least two decades from July 4, 1776, George…
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🚀 Exciting Discoveries with MyTelescope! 🚀 I’m excited to share an analysis I recently completed using MyTelescope’s advanced search volume…
🚀 Exciting Discoveries with MyTelescope! 🚀 I’m excited to share an analysis I recently completed using MyTelescope’s advanced search volume…
Liked by John Cripps, Ph.D.
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Happy 4th of July Today I'm appreciating great advertising. I'll also be voting. Share if you'll be doing the same 🙌
Happy 4th of July Today I'm appreciating great advertising. I'll also be voting. Share if you'll be doing the same 🙌
Liked by John Cripps, Ph.D.
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I’m the VP of marketing science at LiftLab. But instead of crunching numbers all day, I’m mostly focused on recruiting talent. Here are the 4 key…
I’m the VP of marketing science at LiftLab. But instead of crunching numbers all day, I’m mostly focused on recruiting talent. Here are the 4 key…
Liked by John Cripps, Ph.D.
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I'm excited to announce I will be starting a new phase of my career journey on July 15. I'll be joining the FDIC and will be responsible for…
I'm excited to announce I will be starting a new phase of my career journey on July 15. I'll be joining the FDIC and will be responsible for…
Liked by John Cripps, Ph.D.
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