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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https://lnkd.in/eX6dfptc
https://lnkd.in/eX6dfptc
Liked by John Cripps, Ph.D.
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We are continuing to hire as we grow rapidly, in Data Science, Engineering and the Media Analyst group. Great culture, engaging work !…
We are continuing to hire as we grow rapidly, in Data Science, Engineering and the Media Analyst group. Great culture, engaging work !…
Shared by John Cripps, Ph.D.
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Breaking from the usual #B2Bmarketing content for a moment! In celebration of the dog days of summer, and International Dog Day this week, it seemed…
Breaking from the usual #B2Bmarketing content for a moment! In celebration of the dog days of summer, and International Dog Day this week, it seemed…
Liked by John Cripps, Ph.D.
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English
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French
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Are you attending LEND360 in Nashville? Make plans now to connect with our team. They'd love to connect and collaborate on ways you can improve…
Are you attending LEND360 in Nashville? Make plans now to connect with our team. They'd love to connect and collaborate on ways you can improve…
Liked by John Cripps, Ph.D.
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The Keen team is in Denver, CO at the Newtopia Now conference! Come visit us in booth #3110 to find out how Keen can support your challenger brand's…
The Keen team is in Denver, CO at the Newtopia Now conference! Come visit us in booth #3110 to find out how Keen can support your challenger brand's…
Liked by John Cripps, Ph.D.
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EDO, the TV Outcomes Company - is hiring for multiple sales roles. If you want to bring truly exciting measurement solutions (that clients love) to…
EDO, the TV Outcomes Company - is hiring for multiple sales roles. If you want to bring truly exciting measurement solutions (that clients love) to…
Liked by John Cripps, Ph.D.
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