28 10, 2016

Q&A with Mayur Gupta (Part: III): Leading the Charge and the Business Impact of Operationalizing Marketing Data

By | October 28th, 2016|Categories: Cross-Channel Measurement, Guest Perspective, Marketing Measurement Best Practices, Origami Opinions|Tags: , , , |

As a part of a continuing series of interviews with industry opinion leaders, Origami Logic’s CMO, Steven Wastie, recently had a chance to talk with Mayur Gupta, the Senior Vice President of Digital at HealthGrades (Edit: Mayur is VP Growth & Marketing at Spotify as of Oct. 2016). This is the third (and final) installment of their [...]

30 09, 2016

Q&A with Mayur Gupta (Part: II): Operationalizing Marketing Data and Getting Away From Channel-based Frameworks

By | September 30th, 2016|Categories: Cross-Channel Measurement, Guest Perspective, Marketing Measurement Best Practices, Uncategorized|Tags: , , |

As a part of a continuing series of interviews with industry opinion leaders, Origami Logic’s CMO, Steven Wastie, recently had a chance to talk with Mayur Gupta, the Senior Vice President of Digital at HealthGrades (Edit: Mayur is VP Growth & Marketing at Spotify as of Oct. 2016). This is the second installment of their conversation (part [...]

15 07, 2016

How a Strong Content Strategy Drives an Iconic Brand: In the Words of Visa, The North Face, Eventbrite, Bank of America, and GE Digital

By | July 15th, 2016|Categories: Campaign Report, Digital Marketing, Guest Perspective, Marketing Measurement Best Practices|Tags: , , |

Yesterday at the Brand Innovators Content Marketing #bisummit, we got to hear leading brand marketers from Visa, The North Face, Eventbrite, Bank of America, and GE Digital discuss how a strong content marketing strategy can drive an iconic brand strategy. This panel was led by Origami Logic CMO, Steven Wastie, and the contributors included: Don Ball, Visa Courtney Blacker, The [...]

15 06, 2016

The 5 C’s of Modern Marketing & the Role of Data (Part I)

By | June 15th, 2016|Categories: Digital Marketing, Guest Perspective, Marketing Analytics, Marketing Measurement Best Practices|Tags: , , , , , , |

As a part of a continuing series of interviews with industry opinion leaders, Origami Logic’s CMO, Steven Wastie, recently had a chance to talk with Mayur Gupta, the Senior Vice President of Digital at HealthGrades. This is the first installment of several with Mayur on the the role of data and the fundamentals of modern marketing: [...]

7 06, 2016

The Current State, Shift, and Shortfalls of Marketing Analytics with a Chase Bank Exec

By | June 7th, 2016|Categories: Guest Perspective, Marketing Analytics|Tags: , , |

Welcome to the second in a series of guest posts, where we have invited industry opinion leaders to share their thoughts on a variety of topics facing the rapidly evolving marketing function. This Q&A session is with Mark Schwartz, leader of the Digital Analytics, Business Insights team at Chase. Q1: How would you describe the current [...]

31 05, 2016

Marketing Measurement Frameworks: How to Tie Likes & Tweets to Business Results

By | May 31st, 2016|Categories: Digital Marketing, Guest Perspective, Marketing Analytics, Marketing Measurement Best Practices|Tags: , , , |

If you missed the first post in this series, previously we looked at 4 principles for achieving business results in the ‘sea of big data.’ In this article, we’ll explore: Principle 1: Establish a KPI framework, with a focus on marketing measurement. Marketing includes an increasingly complex set of communications across a wide range of social, digital [...]

27 05, 2016

The New Business Model for the Data Revolution — No Matter the Industry

By | May 27th, 2016|Categories: Digital Marketing, Guest Perspective|Tags: , |

As a newcomer to the Bay Area and over the weeks, I have met many start-ups at different stages of their development. I’ve found that in this data revolution, business have shifted the way they leverage data -- no matter the industry. Let's have a look at the food industry. Instacart is an app that offers [...]

17 05, 2016

The Role of Marketing in Today’s Evolving MarTech Landscape According to Antonio Lucio, CMO of HP

By | May 17th, 2016|Categories: Digital Marketing, Guest Perspective|Tags: , , |

Welcome to the first in a series of guest posts, where we have invited industry opinion leaders to share their thoughts on a variety of topics facing the rapidly evolving marketing function. We hope you find these informative and thought provoking and encourage conversation around the topics. Enjoy this conversation with Antonio Lucio, CMO of HP, [...]

8 06, 2015

Engineering Insights: Machine Learning Methods Behind Marketing Intelligence

By | June 8th, 2015|Categories: Guest Perspective|Tags: , , |

Editor's Note: Manish Amde is an engineer at Origami Logic. He wrote this article with Joseph Bradley of Databricks which first appeared on Databricks in January 2015. Spark 1.2 introduces Random Forests and Gradient-Boosted Trees (GBTs) into MLlib. Suitable for both classification and regression, they are among the most successful and widely deployed machine learning methods. Random Forests and GBTs are ensemble learning [...]

13 06, 2013

Compound Metrics – A Simplicity vs Actionability Dilemma

By | June 13th, 2013|Categories: Marketing Analytics|Tags: , , |

Earlier this week, Avinash Kaushik did another one of his thought-provoking posts, “Excellent Analytics Tip #25: Decrapify Search, Social Compound Metrics.” In the post, Kaushik talks about the issues he has with “compound metrics.” He starts by giving an example of a compound metric in the digital marketing world...  Visit Quality = [(% of downloads + [...]