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This article was published as a part of the Data Science Blogathon.
Introduction ataThe country vaccinations data have been downloaded from Kaggle, and it was last updated on March 8, 2023.
Importing libraries in PythonThis study will use python’s – plotly, pandas,matplotlib, and seaborn libraries for data visualization.
import numpy as np import pandas as pd import seaborn as sns from matplotlib import pyplot as plt import plotly.express as px from plotly.offline import download_plotlyjs,init_notebook_mode,plot,iplot import plotly.graph_objects as go import plotly.figure_factory as ff from plotly.colors import n_colors from wordcloud import WordCloud,ImageColorGenerator init_notebook_mode(connected=True) from plotly.subplots import make_subplots from pywaffle import Waffle import warnings warnings.filterwarnings("ignore") Reading the Data FilePandas library is used to read the csv files in python.
Exploratory Data AnalysisDataframe.info is used to summarize the data frame in python. There are 81,976 rows and 15 columns in the df_vaccination dataset and 31,126 rows and 4 columns in df_manufacture data. There are missing values in both datasets.
df_vaccination.info() RangeIndex: 81976 entries, 0 to 81975 Data columns (total 15 columns): # Column Non-Null Count Dtype --- ------ -------------- ----- 0 country 81976 non-null object 1 iso_code 81976 non-null object 2 date 81976 non-null datetime64[ns] 3 total_vaccinations 41873 non-null float64 4 people_vaccinated 39638 non-null float64 5 people_fully_vaccinated 37119 non-null float64 6 daily_vaccinations_raw 34033 non-null float64 7 daily_vaccinations 81697 non-null float64 8 total_vaccinations_per_hundred 41873 non-null float64 9 people_vaccinated_per_hundred 39638 non-null float64 10 people_fully_vaccinated_per_hundred 37119 non-null float64 11 daily_vaccinations_per_million 81697 non-null float64 12 vaccines 81976 non-null object 13 source_name 81976 non-null object 14 source_website 81976 non-null object dtypes: datetime64[ns](1), float64(9), object(5) memory usage: 9.4+ MB df_manufacture.info() RangeIndex: 31127 entries, 0 to 31126 Data columns (total 4 columns): # Column Non-Null Count Dtype --- ------ -------------- ----- 0 location 31127 non-null object 1 date 31124 non-null datetime64[ns] 2 vaccine 31127 non-null object 3 total_vaccinations 31127 non-null int64 dtypes: datetime64[ns](1), int64(1), object(2) memory usage: 972.8+ KB # Creating a new dataset df with limited set of columns df = df_vaccination.groupby(["country"])['people_fully_vaccinated_per_hundred'].max().reset_index() ination Trends Across the WorldThe African continent has the least percentage of fully immunized population vis-a-vis the other continents.
fig = px.choropleth(df,locations = 'country',locationmode = 'country names',color = 'people_fully_vaccinated_per_hundred', title = 'people_fully_vaccinated %',hover_data= ['people_fully_vaccinated_per_hundred']) fig.show() cine Schemes used Across the CountriesAcross the world, various vaccine schemes were used for immunization. India used Covaxin, Oxford/Astra Zeneca while Russia used Epivaccorona and SputnikV. Pfizer, Oxford/Astra Zeneca and Moderna were used by Australia, Canada and UK. China used CanSino, Sinopharm, Sinovac,Z52023.
fig = px.choropleth(df_vaccination, locations = 'country',locationmode = 'country names', color = 'vaccines', title = 'VaccinationbyCountry', height = 1000) fig.update_layout({'legend_orientation':'h'}) fig.update_layout({'legend_title':'Vaccine scheme'}) fig.show() Average Daily Vaccination Availability Across the WorldThe average daily vaccination count(in Millions) is the highest in China followed by India, the United States, and Brazil.
fig = px.choropleth(dfdailyvaccination,locations = 'country',locationmode = 'country names',color = 'daily_vaccinations', title = 'Average daily_vaccinations',hover_data= ['daily_vaccinations']) fig.show() Top 10 Countries with the Highest Vaccination Availability in BillionsChina has the highest count of vaccination in the country followed by India and the United States due to their large population. Also, vaccinations in the country are greater than the population of the country as an individual in most of the immunization programs receives two vaccines for COVID 19.
vaccine = df_vaccination.groupby(["country"])['total_vaccinations'].max().nlargest(10).reset_index() vaccine.columns = ["country", "Total vaccinations"] fig = px.bar(vaccine, x='country', y='Total vaccinations') fig.show() Top 10 Countries with the Highest Vaccination Availability per Capita df1 = df_vaccination.groupby(["country"])['total_vaccinations_per_hundred'].max().nlargest(10).reset_index() df1.columns = ["country", "total_vaccinations_per_capita"] fig = px.bar(df1, x='country', y='total_vaccinations_per_capita', height = 1000 , width = 1000) fig.show()The Total vaccination per capita is higher for Gibraltar, Cuba, Chile, Singapore, UAE, Malta, and Brunei.
Top 10 Countries with the Lowest Vaccination Availability per CapitaCountries from the African continent like Burundi, Democratic Republic of Congo, Chad, Madagascar, and Tanzania have the least vaccination count per capita.
df1 = df_vaccination.groupby(["country"])['total_vaccinations_per_hundred'].max().nsmallest(15).reset_index() df1.columns = ["country", "total_vaccinations_per_capita"] fig = px.bar(df1, x='country', y='total_vaccinations_per_capita', height = 1000 , width = 1000) fig.show() Top 10 Countries with the Highest Vaccinated population( at least one dose) per CapitaGibraltar, Pitcairn, United Arab Emirates, Portugal, Cuba, Chile, Cayman Islands, Brunei, Singapore and Malta have the highest vaccinated(at least one dose) population per dose.
vaccine = df_vaccination.groupby(["country"])['people_vaccinated_per_hundred'].max().nlargest(10).reset_index() vaccine.columns = ["country", "people_vaccinated_per_capita"] fig = px.bar(vaccine, x='country', y='people_vaccinated_per_capita') fig.show() Top 10 Countries with the Least Vaccinated population( at least one dose) per CapitaCountries from the African continent like Burundi, Democratic Republic of Congo, Haiti, Chad, Yemen, Papua New Guinea, Madagascar, and Tanzania have the least vaccinated population count per capita.
vaccine = df_vaccination.groupby(["country"])['people_vaccinated_per_hundred'].max().nsmallest(10).reset_index() vaccine.columns = ["country", "people_vaccinated_per_capita"] fig = px.bar(vaccine, x='country', y='people_vaccinated_per_capita') fig.show() Top 3 Frequently used Vaccination Schemes in the WorldChina’s Cansino, Sinopharm and Sinovac vaccination schemes are most frequently used followed by India’s Covaxin, Oxford/Astra Zeneca and SputnikV and United States Johnson, Moderna and Pfizer.
colors=['#fae588','#f79d65','#f9dc5c','#e8ac65','#e76f51','#ef233c','#b7094c'] #color palette vaccinetotalpop = df_vaccination.groupby(["country", "vaccines"])['total_vaccinations'].max().nlargest(3).reset_index() fig = px.treemap(vaccinetotalpop, path = ['country','vaccines' ], values = 'total_vaccinations', title="Total vaccinations per country grouped by vaccine scheme", height = 800 , width = 1000 ) fig.update_layout( font_family = "Courier New", font_color = "black", treemapcolorway = colors) fig.show() Daily Vaccination TrendThe daily vaccination trend peaked in Q2’21 for USA and China. India and Indonesia saw a rise in Q3’21. Pakistan and Bangladesh vaccination count spiked in March’22.
country_vaccine_time = df_vaccination[["country", "date", 'daily_vaccinations' ]] country_vaccine_time.columns = ["Country", "Date", "Daily vaccinations" ] countries = ['India','Germany', 'United Kingdom', 'United States', 'China', 'Brazil', 'Indonesia','Japan','Pakistan', 'Bangladesh'] fig = px.line(country_vaccine_time1, x="Date", y="Daily vaccinations", color='Country') fig.show()The total COVID 19 vaccination count (in billions) is the highest in China followed by India, the United States, and Brazil. However, the total vaccination per capita is high for Gibraltar, Cuba, Chile, Singapore, UAE, Malta, and Brunei.
China’s Cansino, Sinopharm, and Sinovac vaccination schemes are most frequently used followed by India’s Covaxin, Oxford/Astra Zeneca, and SputnikV, and United States Johnson, Moderna, and Pfizer.
The analysis suggests that countries in the African continent have extremely low vaccination rates and are far behind the other continents of the world. Therefore, WHO organizations should intervene to provide equitable distribution of vaccines across the world.
The media shown in this article is not owned by Analytics Vidhya and is used at the Author’s discretion.
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What Is Digital Marketing: A Detailed Study With Components & Strategy
What is Digital Marketing: A Detailed Study with Components & Strategy
Well, your customer is on the Internet today and that’s the right place to connect with them at the right time. Here, digital marketing is the solution you should opt for.
So, what is digital marketing?Well, if you are marketing products or services using one or another electronic device or on the Internet, you are leveraging the benefits of digital marketing. Here, you can make good use of different digital channels such as search engines, email, social media, websites, and more to connect with your current or prospective customers.
Digital marketing is equally beneficial for local businesses or big industries as it gives freedom to connect with the end-user effortlessly where they are (on the Internet).
What is the difference between digital marketing and online marketing?Well, digital marketing could be divided into two parts i.e. online and offline marketing.
Offline marketing includes platforms like radio, television, phone, billboards, or similar mediums.
What is the difference between digital marketing and inbound marketing?In this context, inbound marketing is a process followed by marketers to use online content to attract target audiences/customers onto their websites. Here, marketers try to provide useful content that is helpful to solve customer’s queries and fulfill their needs. You can consider inbound marketing as a methodology that is used to attract, engage, and delight customers using different digital marketing assets.
While inbound marketers try to attract customers to their websites, outbound marketers try to send marketing messages to as many people as possible no matter whether they are relevant or welcomed.
On the other hand, digital marketing could be used as an umbrella term for all online marketing tactics no matter whether they are inbound or outbound.
What is the difference between digital marketing and Internet marketing?As discussed, digital marketing could be separated into two major parts i.e. online marketing and offline marketing. Both consists of various tactics. Internet marketing solely relies on marketing products & services using Internet. Here, your sole idea is to attract, engage, and delight your customers by reaching them through Internet on their device.
Digital Marketing ComponentsAs we have discussed digital marketing, it’s time to know about the key components of digital marketing. Digital marketing can be broadly categorized into two categories i.e. online marketing and offline marketing, that we have already discussed.
As we move further, we will cover key elements of digital marketing vis-à-vis online marketing.
Key Elements of Online Marketing
Search Engine Optimization (SEO)
Social Media Marketing (SMM)
Search Engine Marketing (SEM)
Content Marketing
Email Marketing
Affiliate Marketing
Search Engine Optimization (SEO)We can elaborate “SEO as a process to optimize online content for search engines. All this is done to get better visibility on search engine results pages (SERPs). Here, you may target specific keywords or bunch of keywords to rank.”
Let’s take this post as an example, here, this post can rank for multiple keywords like “what is digital marketing”, broad term “digital marketing”, “digital marketing components”, “digital marketing examples” “online marketing” and similar terms.
SEO could be divided into three important parts including on-page SEO, off-page SEO, and technical SEO. In addition to that, black hat and white hat SEO techniques are followed by different marketers. While white hat SEO techniques are highly recommended, black hat techniques may cause serious damage to your site reputation in the long-term.
We have discussed more about SEO in this beginner’s guide to SEO.
Social Media Marketing (SMM)Social media marketing or SMM could be described as a process to connect & communicate with people in social context on different digital platforms. It is done to create brand awareness, lead generation, and attract end-user in real-time.
While the majority of people are on social media platforms, it becomes necessary for businesses to contact their users on these platforms. Social media marketing (SMM) not only helps increase brand awareness, but it also boosts website traffic and generate more sales for you. Here, you need to post right content on the right platform at the right time to attract more users.
We have discussed more about social media marketing in this beginner’s guide to SMM.
Search Engine Marketing (SEM)The primary benefits of using search engine marketing are that you can use it to reach targeted audience, it delivers quick results, better for testing, accurate results tracking, and more.
We have discussed search engine marketing (SEM) in detail in this beginner’s guide to SEM.
Content MarketingWhen you are generating brand awareness through content, it is content marketing.
Pretty simple, right?
Well, ahead of this quick definition, content marketing should be elaborated in two major parts.
Content Strategy
Content Marketing
Here, content strategy helps find answers to what, how, why, and when about content creation. Moreover, it also helps manage, update, and archive content when needed.
When it comes to content marketing, it simply focuses on tactics and execution of content strategy. Here, you need to create & curate content, edit it, and market it with all available means. You may find written content to educate, update, or entertain. You may also find different content types including blog posts, audio, video, podcasts, Infographics, and more. There are numerous benefits of content marketing as it helps add brand value, it is also cost-effective technique, it helps build relationship with user, it brings traffic & business, and more.
We have discussed more about content marketing in this beginner’s guide to content marketing.
Email MarketingIt is important to remember that subscribers you have chosen to send email have personally opted-in to receive an email from you. It should also have some value for them. To create an effective email marketing campaign a few things you should remember includes:
Personalize the email content
Use responsive designs
Interactive call-to-action, and more.
HubSpot has well-described email marketing in this guide.
Affiliate MarketingAffiliate marketing is simply selling others products to earn quick commission. Here, you put your marketing efforts to help sell products of others on your blog, website, social media platform, or on other medium.
It includes four important parties including the merchant, the network, the publisher, and the customer. While two important parties’ seller and the affiliate marketer makes it possible to create & sell product other parties are also important to complete the process.
Neil Patel has well-discussed affiliate marketing in his blog.
How to create a digital marketing strategy?Now that we know digital marketing plays a crucial role to help build your brand today. Let’s discuss how to create a digital marketing strategy that should deliver results.
Work on buyer persona
According to HubSpot, “A buyer persona is a semi-fictional representation of your ideal customer”.
Here, you perform market research and gather real-data to create this buyer persona for your business. To build buyer persona important elements you should consider includes:
Customer’s demographics
Goals, motivations, and behavior patterns.
Here, you should perform detailed study to get better results.
Identify your goals
Identify existing marketing assets you have
Next is to evaluate your existing digital channels and assets you own. It will help streamline your efforts and get effective results. Here, you need to identify:
Owned media that your company or brand already owns like website, social media profiles, etc.
Earned media includes your brand mentions on third-party sites through PR, guest posts, reviews, etc.
Audit
In the next step, you will need to audit all your owned, earned, and paid media campaigns to get a clear picture of where you stand and how to go ahead. Here, you need to determine which media is working fine and which ones you should include in your digital marketing campaign.
Create well-informed digital marketing plan
Now that you know everything about your buyer persona, you have set goals, identified existing marketing assets, and audited them, it’s time to draw a well-informed digital marketing plan. To do this, you can use the best marketing tools to run different campaigns successfully.
ConclusionNow that you know what digital marketing is and how important it is today to bring business, it’s time you should create a well-informed digital marketing strategy to get more business.
If you are a digital marketing company owner or even planning to run Google digital marketing campaign at a basic level, this guide could be of great use for you.
Remember, investing in digital marketing strategy today can help you grow business tomorrow.
Quick Reaction:About the author
Dinesh Lakhwani
How To Cope With A Covid
In addition to a positive test result, symptoms of coughing, fever, and shortness of breath used to be some of the most prevalent indicators that someone had been infected with COVID-19. However, the most recent variations have brought with them a new symptom that has been on the rise: headache. Earlier in the pandemic, the doctors frequently saw headaches in patients who had lost their sense of smell and taste. However, with Omicron, they are now witnessing headaches even in patients who have not lost their senses, and they frequently occur both during the infection period and after it has passed.
Triggering FactorsSuppose you suffered from headaches before testing positive for the virus. In that case, you could be familiar with your triggers, also known as the factors that bring on your symptoms. Stress, insufficient sleep, consuming alcohol, and even certain odors are among the numerous things that might bring on a headache for many people.
One in every four persons who became sick with COVID-19 reported having headaches at some point during their illness. It makes headaches one of the most prevalent symptoms of COVID-19. Most respiratory viruses do not induce headaches at a rate nearly as high. According to recent studies, the SARS-CoV-2 virus has a much higher risk of causing headaches compared to other respiratory viruses. However, experts have yet to determine why the virus causes headaches more often.
How would you know if you have a headache caused by Covid 19?It could seem familiar to you if you’ve ever suffered from headaches or if you cope with them regularly. However, given that there are a variety of headaches, the most common ones being migraines, tension headaches, and cluster headaches, you may have never previously encountered the specific kind of headache pain you are now feeling. Most individuals who experience it describe it as similar to a tension headache, complete with a band-like phenomenon. However, it is also possible for it to be a migraine headache, complete with nausea and sensitivity to light and sound.
In addition, the following symptoms may accompany or feel like a COVID-19 headache −
Throbbing or pulsing pain
Pain in the temples or the back of the head that is piercing or stabbing in nature. Vertigo, light-headedness, or dizziness
sensory dysfunctions such as ringing in the ears, numbness or tingling in the extremities, difficulties thinking, and so on
It is not clear what causes COVID-19 headaches to be so excruciating. However, there are several other ways in which the virus might cause headaches. The virus is responsible for the following −
inflammation both external to the brain as well as inside the brain
An inflammation that affects the blood vessels located throughout the body (including the brain)
fever and a lack of water
Symptoms related to inflammation of the trigeminal nerve
All of these factors have the potential to bring on headaches.
How to deal with such headaches?
Stay hydrated. Headaches are a common symptom of dehydration. When you’re unwell, you run a higher risk of being dehydrated, particularly if you have a temperature.
You might try a hot or cold compress. Depending on your preference, warm or cold compresses help relieve tension headaches. Maintain the position of the compress on your neck for about 15 to 20 minutes.
Focus on sleep. After fully recovering from COVID, you should make every effort to return to your typical pattern of sleeping and waking. It may be challenging to get or stay asleep when you have a headache, but you should strive to obtain between seven and eight hours of sleep each night.
Have a discussion regarding prescription medicine with your primary care physician. Drugs are available by prescription for those suffering from migraines and cluster headaches. These drugs are known to be prescribed to you by your healthcare professional.
You may take pain medicines that are available without a prescription. But be very careful before taking such medicines. You may ask the pharmacist before buying. Better consult your doctor always. Ibuprofen (Advil) and acetaminophen (Tylenol) are both effective treatments for COVID-19 symptoms, including headaches, and both may be used safely simultaneously. Be careful to follow the dosing instructions listed on the product’s label, or speak with your healthcare practitioner about the appropriate dosage.
ConclusionRemember that various factors may bring on headaches and that certain forms of headaches may indicate a more severe underlying health problem. Headaches and the inability to move the neck owing to discomfort and stiffness are two symptoms that are often connected with meningitis. A subarachnoid hemorrhage is a form of bleeding in the brain, and one of the symptoms of this condition is an intense headache that comes on suddenly. Seek urgent medical assistance if you are unsure if your headache might be a symptom of anything more severe since this could indicate that you need to be checked out immediately.
Steps For Effective Text Data Cleaning (With Case Study Using Python)
Introduction
One of the first steps in working with text data is to pre-process it. It is an essential step before the data is ready for analysis. Majority of available text data is highly unstructured and noisy in nature – to achieve better insights or to build better algorithms, it is necessary to play with clean data. For example, social media data is highly unstructured – it is an informal communication – typos, bad grammar, usage of slang, presence of unwanted content like URLs, Stopwords, Expressions etc. are the usual suspects.
In this blog, therefore I discuss about these possible noise elements and how you could clean them step by step. I am providing ways to clean data using Python.
As a typical business problem, assume you are interested in finding: which are the features of an iPhone which are more popular among the fans. You have extracted consumer opinions related to iPhone and here is a tweet you extracted:
[stextbox id = “grey”] [/stextbox]
Steps for data cleaning:[/stextbox]
Here is what you do:
Escaping HTML characters: Data obtained from web usually contains a lot of html entities like < > & which gets embedded in the original data. It is thus necessary to get rid of these entities. One approach is to directly remove them by the use of specific regular expressions. Another approach is to use appropriate packages and modules (for example htmlparser of Python), which can convert these entities to standard html tags. For example: < is converted to “<” and & is converted to “&”.
Decoding data: Thisis the process of transforming information from complex symbols to simple and easier to understand characters. Text data may be subject to different forms of decoding like “Latin”, “UTF8” etc. Therefore, for better analysis, it is necessary to keep the complete data in standard encoding format. UTF-8 encoding is widely accepted and is recommended to use.
[stextbox id = “grey”]
Snippet:
tweet = original_tweet.decode("utf8").encode(‘ascii’,’ignore’)Output:
[/stextbox]
Apostrophe Lookup: To avoid any word sense disambiguation in text, it is recommended to maintain proper structure in it and to abide by the rules of context free grammar. When apostrophes are used, chances of disambiguation increases.
For example “it’s is a contraction for it is or it has”.
All the apostrophes should be converted into standard lexicons. One can use a lookup table of all possible keys to get rid of disambiguates.
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Snippet:
APPOSTOPHES = {“'s" : " is", "'re" : " are", ...} ## Need a huge dictionary words = tweet.split() reformed = [APPOSTOPHES[word] if word in APPOSTOPHES else word for word in words] reformed = " ".join(reformed)Outcome:
[/stextbox]
Removal of Stop-words: When data analysis needs to be data driven at the word level, the commonly occurring words (stop-words) should be removed. One can either create a long list of stop-words or one can use predefined language specific libraries.
Removal of Punctuations: All the punctuation marks according to the priorities should be dealt with. For example: “.”, “,”,”?” are important punctuations that should be retained while others need to be removed.
Removal of Expressions: Textual data (usually speech transcripts) may contain human expressions like [laughing], [Crying], [Audience paused]. These expressions are usually non relevant to content of the speech and hence need to be removed. Simple regular expression can be useful in this case.
Split Attached Words: We humans in the social forums generate text data, which is completely informal in nature. Most of the tweets are accompanied with multiple attached words like RainyDay, PlayingInTheCold etc. These entities can be split into their normal forms using simple rules and regex.
[stextbox id = “grey”]
Snippet:
cleaned = “ ”.join(re.findall(‘[A-Z][^A-Z]*’, original_tweet))Outcome:
[/stextbox]
Slangs lookup: Again, social media comprises of a majority of slang words. These words should be transformed into standard words to make free text. The words like luv will be converted to love, Helo to Hello. The similar approach of apostrophe look up can be used to convert slangs to standard words. A number of sources are available on the web, which provides lists of all possible slangs, this would be your holy grail and you could use them as lookup dictionaries for conversion purposes.
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Snippet:
tweet = _slang_loopup(tweet)Outcome:
[/stextbox]
Standardizing words: Sometimes words are not in proper formats. For example: “I looooveee you” should be “I love you”. Simple rules and regular expressions can help solve these cases.
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Snippet:
tweet = ''.join(''.join(s)[:2] for _, s in itertools.groupby(tweet))Outcome:
[/stextbox]
[stextbox id = “grey”]
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Final cleaned tweet:
[/stextbox]
[/stextbox]
Advanced data cleaning:
Grammar checking: Grammar checking is majorly learning based, huge amount of proper text data is learned and models are created for the purpose of grammar correction. There are many online tools that are available for grammar correction purposes.
Spelling correction: In natural language, misspelled errors are encountered. Companies like Google and Microsoft have achieved a decent accuracy level in automated spell correction. One can use algorithms like the Levenshtein Distances, Dictionary Lookup etc. or other modules and packages to fix these errors.
End Notes:Go Hack 🙂
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Inflation’s Impact On Ad Spend Detailed In Merkle Report
The leading technology and data-driven customer experience company, Merkle, released its quarterly Performance Media Report last week.
Research from the past quarter shows valuable insights into marketers’ priorities, challenges, and performance.
With over 57% of respondents indicating an increase in paid search spend YoY, these findings are especially crucial as we face economic challenges and uncertainty.
I sat down with Matt Mierzejewski, SVP of Search at Merkle, where he provided his take on some of the most glaring stats from the Performance Report.
Prioritizing Privacy And MeasurementFrom the Merkle report, 45% of respondents stated that getting accurate reporting in the face of privacy regulations is a top priority in measurement.
Many companies are likely in the same boat but may not know where to start.
Mierzejewski states: “Brands are big on cross-device measurement. Apple disrupted the measurement game. Many companies are looking to build their data warehouses for multiple reasons:”
Too much reliance on individual platforms. The more conversions are modeled in a platform, the less perfect a company’s individual measurement is.
They’re tired of black box solutions. Brands want to be able to own or change the way they model conversions.
Mierzejewski also noted that with more brands looking to build their own reporting solutions, it changes the dependency from the platform conversion truth to their own conversion truth.
Prioritizing Audiences & First-Party DataLooming privacy regulations have kickstarted the need for brands to create and manage their first-party data.
However, only 35% of respondents prioritize managing audiences and first-party data.
I asked Mierzejewski: “what do you see as the macro implications of so many companies waiting on this?”
He responded with a few points:
“From a digital perspective, they’re shifting towards getting their creative and messaging right.” If you’ve interacted with a brand, you’ll notice how consumer expectations have shifted.
“An implication of deprioritizing audiences and first-party data is poor customer experience.” Not prioritizing these crucial aspects of marketing will accelerate the deceleration, or further remove, the customer feeling connected to that brand.
Mierzejewski summarized: “It misses out on the opportunity for the best customers. You’ll be left competing for the worst customers!”
Paid Social Growth In 2023An overwhelming 67% of respondents prioritized paid social more this year than 2023.
The growing number of social platforms with ad opportunities is a partial factor in increased prioritization.
When asked about what social platform would see the most growth in 2023?
“If we’re talking raw dollars, Facebook and Instagram will still win,” Mierzejewski stated.
Further, he notes: “If we’re looking at percentage growth and who to watch for, it’s TikTok.” Matt shed some light on user projections, with TikTok’s growth projected to surpass Snapchat next year.
Inflation Is Driving Faster Adoption Of Machine LearningWith inflation costs, adopting automation and machine learning may be put on the backburner.
Not according to the Merkle Performance Report.
41% of respondents are beginning to take action on automation and machine learning strategies
38% of respondents have made significant progress in their ML strategies
So, why is inflation driving faster automation adoption?
“Inflation is just one element. It goes hand-in-hand with the last few years. COVID accelerated Ecommerce and the digital world for many companies,” Mierzejewski noted. He went on to say:
“There’s greater scrutiny on the investments in companies. They are trying to beat the market and the competition. There’s pressure for leaders to be tied into the data and marketing measurement.”
Let’s not forget one of the most critical aspects: resources.
Mierzejewski finished by noting that if companies are having trouble hiring individuals, they’re trying to do more with less. They have to rely on automation to supplement the workload.
Inflation’s Impact On Advertiser StrategiesWe have a better understanding of what marketers are prioritizing in the future.
“Expect double-digit changes to ad spend.”Whether the above statement refers to an increase or decrease in ad spend, this change is based on a mixed bag of strategy, cash flow, inventory positions, and the vertical.
CPCs will likely decline. “Don’t over-pat yourself on the back.”Mierzejewski emphasized, “Be careful on the data.” He explained that with inflation and rising costs, you may also see a natural rise in revenue.
SummaryThe Q3 Performance Marketing Report provides invaluable data to unpack.
If you haven’t yet taken action on privacy regulations, you’re not the only one.
And while inflation, privacy, and other economic impacts can cause shifts in performance trends, they’re not the only factors.
The paid media landscape changes every day. Use this to understand how others in the space are shifting priorities and strategies and what this means for you.
You can download your copy of the Performance Marketing Report here.
A special thank you to Matt Mierzejewski, SVP of Search at Merkle, for taking the time to address these statistics and providing additional insights.
Featured Image: PopTika/Shutterstock
5 Reasons Why You Should Study Data Science In College To Know
These reasons can help you understand better the importance of data science
The big data revolution has changed how companies are conducting their operations day by day. It has increased the search for skilled talent to aid organizations to keep up the pace in the market with trends in data. Data science is the study of information which is a vital resource for industries to effectively make key decisions in solving problems and to establish strategies to enhance results and performance in the organization. Data science is a subject that needs to be appreciated as it is the future technical career that will be in demand for sure. To help your journey to appreciate data science this is why you should study data science in college.
1 To Learn About Cutting-Edge TechniquesData science programs in colleges offer a variety of opportunities that can help you learn specialized skills that can enable you to cultivate expertise that prepares them to get a hang of the job market upon graduating from college. These kinds of practical skills help to give you an edge over students who are studying general computer science and other IT-related degrees. The colleges will encourage you to develop an understanding of modern technologies such as data modelling, artificial intelligence, and machine learning.
2 Grip Over AssignmentsData science is a bit of a complex course that needs students to work hard and needs concentrate. In such times, guidance plays a key role in gaining a lot from the mentors and working with projects on how to write professional essays, codes, and many more on given deadlines.
3 Demand for Data ScientistsData science is the driving subject that is rapidly taking over most organizations these days. And the demand for data scientists is increasing day by day and there are few experts in this field making it a top priority for big companies to employ as many data scientists as possible. According to the US Bureau of Labour Statistics, it projects strong growth in the data science sector, with many jobs to boost by 28% by 2026. To make sense of the 28% increase, there will be opportunities for over 11.8 million data scientists shortly, just in the US.
4 For Building a Great Place to LiveAs a data scientist, you have a chance to give it back to the world to guide the present and future. You will not only be earning money as a professional but also will be greatly contributing to the social wellbeing in the philanthropy and non-profit world. With huge knowledge and skills, you will be aiding the governmental and non-profit organizations in making better decisions based on the scientific data you have.
5 Gain ExposureThe data science program might teach a variety of things, and that can give you better exposure to decide for yourself. There are many careers and jobs available in the market for a data science student, in such a case you will be able to choose what you would do and contribute to. You can become a big data analyst, data engineer, machine learning engineer, or general data scientist.
Take AwayThe big data revolution has changed how companies are conducting their operations day by day. It has increased the search for skilled talent to aid organizations to keep up the pace in the market with trends in data. Data science is the study of information which is a vital resource for industries to effectively make key decisions in solving problems and to establish strategies to enhance results and performance in the organization. Data science is a subject that needs to be appreciated as it is the future technical career that will be in demand for sure. To help your journey to appreciate data science this is why you should study data science in chúng tôi science programs in colleges offer a variety of opportunities that can help you learn specialized skills that can enable you to cultivate expertise that prepares them to get a hang of the job market upon graduating from college. These kinds of practical skills help to give you an edge over students who are studying general computer science and other IT-related degrees. The colleges will encourage you to develop an understanding of modern technologies such as data modelling, artificial intelligence, and machine chúng tôi science is a bit of a complex course that needs students to work hard and needs concentrate. In such times, guidance plays a key role in gaining a lot from the mentors and working with projects on how to write professional essays, codes, and many more on given chúng tôi science is the driving subject that is rapidly taking over most organizations these days. And the demand for data scientists is increasing day by day and there are few experts in this field making it a top priority for big companies to employ as many data scientists as possible. According to the US Bureau of Labour Statistics, it projects strong growth in the data science sector, with many jobs to boost by 28% by 2026. To make sense of the 28% increase, there will be opportunities for over 11.8 million data scientists shortly, just in the chúng tôi a data scientist, you have a chance to give it back to the world to guide the present and future. You will not only be earning money as a professional but also will be greatly contributing to the social wellbeing in the philanthropy and non-profit world. With huge knowledge and skills, you will be aiding the governmental and non-profit organizations in making better decisions based on the scientific data you chúng tôi data science program might teach a variety of things, and that can give you better exposure to decide for yourself. There are many careers and jobs available in the market for a data science student, in such a case you will be able to choose what you would do and contribute to. You can become a big data analyst, data engineer, machine learning engineer, or general data chúng tôi science is a new concept altogether for students and colleges. As technology progresses, the demand for experts in such fields also starts to gain momentum as that of the other sectors. This can enhance the demand in the areas which have a low supply of expertise. You are guaranteed a successful career path as a data scientist with not only a great salary but also with great expertise to solve global challenges.
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