Understanding Incrementality in Digital Marketing Analytics

How does one use marketing analytics to drive business success? Avinash Kaushik, Chief Strategy Officer at Croud and former Sr. Director of Global Strategic Analytics at Google joins Jon Krohn live for an exciting episode that covers the transformative power of AI, his 'four clusters of intent' framework and the value of hands-on data tools.

This episode is brought to you by Pathway, the reactive data processing framework, by Posit, the open-source data science company, and by Anaconda, the world's most popular Python distribution. Interested in sponsoring a SuperDataScience Podcast episode? Visit JonKrohn.com/podcast for sponsorship information.

In this episode you will learn:

• What is a chief strategy officer? [3:55]

• Brand vs performance analytics [7:23]

• Incrementality-centric marketing [32:53]

• Avinash's time at Google [37:54]

• How to maintain human-touch with AI [48:58]

• Four clusters of intent framework [1:11:28]

• Avinash's most significant career challenges [1:17:18]

Additional materials: www.superdatascience.com/677