The Data Story’s research on heuristic and data-driven attribution models: rigidity versus flexibility
Marketers recognise that accurately attributing revenue to marketing efforts is key to better decision-making, budgeting, and strategy. However, implementing marketing attribution effectively is challenging. In marketing attribution, we assign credit […]
Frequentist Over Bayesian: A Statistician’s ‘Normal’ Choice
Probability and statistics lie at the centre of data science. There are different ways of interpreting and expressing probability. Very often, it is expressed using the function P(), where P(a) […]
Why GA4 classifies Google Ads traffic as (Organic) and how to fix it
If you rely on Google Analytics 4 (GA4) and noticed that some of your Google Ads traffic is showing up under the campaign name “(organic)”, you might be wondering why […]
Five Ways to Enhance Your First-party Data Strategy
Google planned on phasing out third-party cookies due to issues mainly concerning privacy, at the end of 2024. However, they have postponed this phase-out once again, giving businesses (and Google) […]
European Women in Technology 2024 – Part 2
On May 26th and 27th, our team members Yvette and Sophie attended the 2024 installment of European Women In Technology. This event’s main purpose is to share ideas and discuss […]
European Women in Technology 2024 – Part 1
On May 26th and 27th, our team members Yvette and Sophie attended the 2024 installment of European Women In Technology. This event’s main purpose is to share ideas and discuss […]
An algorithm for automatic data analysis, explained with a hint of orange
Over the past few months, The Data Story has had its first intern! Dorian is now finishing his Master’s in Data Science with a graduation project, also at The Data […]
Analytics for a Better World
For the second year in a row, our team-member Sophie Caro attended the Analytics for a Better World conference on May 14th. Nowadays, analytics play an important role in increasing […]
Building High Performance Data & Analytics Teams
When we work together with our partners, we often assist them in building a data team. Numerous screenings and interviews all demonstrate one thing: finding the right candidate for the […]
AI needs clean, high-quality data – here’s why
With AI becoming more and more popular, its usage as a technology as well as a buzzword is growing ever so quickly. Even so, the title of this blog contains […]
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