SigmaWay Blog

Google Attribution 360 is the updated version of Google Attribution, an extremely useful app for Marketers. It helps you understand whether your marketing is working, turn audience insights into action, and deliver more relevant customer experiences. Salient features: Fast setup, Flexible data, Measures TV, Easy to take action, works across channels and across devices. Attribution 360 is also designed to be highly customizable and can measure ads from DoubleClick Campaign Manager. Read more at https://analytics.googleblog.com/2017/05/solving-enterprise-attribution-challenge.html?m=1

Machine Learning models are useful in solving a number of business problems, but there is always a trade-off between accuracy and interpretability of models. Businesses tend to use easily interpretable algorithms which come with lower accuracy. In this article, the author attempts to resolve this issue and shows how powerful black-box algorithms can be used for predictions. He has taken the help of one such algorithm called LIME (Locally Interpretable Model-Agnostic Explanations) that can effectively explain the predictions of any regressor by approximating it locally with an interpretable model. Read more at: https://www.analyticsvidhya.com/blog/2017/06/building-trust-in-machine-learning-models/

Adobe Analytics Cloud is a premier customer-intelligence engine which helps brands to not only analyze vast amounts of dispersed data, but also translate that data into customer profiles. It is built on the Adobe Cloud Platform which uses Adobe I/O and Adobe XDM, and an artificial-intelligence framework called Adobe Sensei. Virtual Analyst, the latest algorithm that was introduced in the market, delivers valuable personalized insights into incongruities which impact your business. Also to integrate Adobe Analytics with additional data sources new content packs for Microsoft Power BI have been introduced, including:Traffic Analysis to quickly discover and analyze digital-traffic trends; and Mobile App Analysis to take an in-depth look at mobile app user engagement and performance. Read more at : https://blogs.adobe.com/digitalmarketing/analytics/next-chapter-virtual-analyst-powered-adobe-sensei/

GST-Network (GSTN) is trying to provide hi-tech security and analytics center to give protect the data under the Goods and Services Tax (GST) for the cyber threats. GSTN will be appointing security companies by August to build up Security Management and Analytics Centre (SMAC). SMAC will implement data analytics to protect the GST system from cyber attacks and will provide a better and protected environment for GST ecosystem. Read more at: http://cio.economictimes.indiatimes.com/news/digital-security/paranoid-about-security-setting-up-analytics-centre-gstn-ceo/59092397

Artificial intelligence (AI) has been a revolution in the field of technology. Big companies are leading the AI revolution and that's given them an edge over most consumer goods companies and retailers. AI marketing tools are both easier and less expensive to acquire, with software-as-a-service. AI tool was successfully used by Albert to increase the sale of Harley Davidson.AI evaluated what was working across digital channels to create more opportunities and allocated resources judiciously eliminating guesswork, gathering and analyzing enormous volumes of data, and optimally leveraging the resulting insights.AI can process millions of interactions a minute, manage thousands of keywords, and run tests in silica on thousands of messages and creative variations to predict optimal outcomes.. By acting instantaneously and autonomously it can modify its buying strategy based on performance parameters. The best way to discover AI's potential is to run some small, quick, reversible experiments, within a single geographic territory, or channel. Read more at https://hbr.org/2017/05/how-harley-davidson-used-predictive-analytics-to-increase-new-york-sales-leads-by-2930

Intent data is used to demonstrate when the prospect exhibit propensity to buy. To understand the traits and interests of the audience a target market profile is created. B2B external intent data help customers by identifying which accounts are showing surging interest surrounding a particular topic and eliminates the guesswork. Surge data, combined with intent data, creates a powerful synergy. A direct correlation between buyer's motives and content sets the stage for a huge competitive advantage. To leverage the collection of intent data and create better content, correlate it with other demographic, firmographic and geographic data. Intent data target all range of buyers across an organization to tailor content specifically. It gives a lead to present solution and content to prospects with a more precise customer profile match. Leverage intent data in your content marketing and syndication to increase your chances of becoming an industry leader. Read more at : http://www.business2community.com/big-data/reach-buyers-matter-intent-data-01851493#c1wCfiKqJe40gyZt.97

In today’s scenario businesses need faster access to everything. Organizations keep looking for effective methods. Analytics can be of very much help in this. Organizations waste a lot of time, they should select a project that has a potential which does not require too much work or heavy investment. Analytics can start at any level in the organization. Executive should be involved to get the project succeeded as the executive level understands the value of the project. Analytics dashboard helps explore data. People new to analytics may overlook the data quality. There is a tradeoff between high quality and time and expense. An expert helps to find the balance. Analytics can demonstrate value quickly and cost=effectively. Read more at: http://informationweek.com/big-data/big-data-analytics/tips-for-getting-your-company-started-with-analytics/a/d-id/1329014

10 skills you need to stay ahead to get a good career. They are:

1) AI/machine learning researcher: A PhD in machine learning algorithms will be a hot skill in future. 2) AI software development: Developing the systems and infrastructure that can apply in machine learning to an input data set which includes program management and test. 3) Human interaction designer: A process in which designers focus on creating engaging web interfaces with logical and well-thought-out behavior and actions. 4) Machine learning applications: Applying machine learning to a specific problem in a different domain. 5) Full stack developers: The developer can work with databases, PHP, HTML along with venturing as far as converting Photoshop designs to front-end code. 6) 3D design 7) Content engineering: Content strategist targets the ‘who, what, when, where and why’ of content experiences and assets. 8) Data fluency: Employers are already looking to build a workforce with solid skills in data analysis and presentation. 9) Thinking out-of-the-box: Creativity will become one of the key skills employees will need to develop. 10) People skills: People management, coordinating with others, collaboration, etc. will be of utmost importance. Read more at : http://economictimes.indiatimes.com/jobs/in-the-world-of-digitalisation-these-10-new-skills-will-help-you-to-stay-ahead/articleshow/59008347.cms

Before making any decision, recruiters scan the resumes foe barely a minute. A study by TimesJobs talks about what recruiters look for into the resume. Being specific to a job and highlighting the right ones is most important while applying for a job. Skills that one includes needs to be substantiated. Nearly 40% recruiters say, focusing on skills relevant to the job offered is the best way to be shortlisted. Another 36% say that analytical skills, leadership, teamwork help stand out your resume. 35% recruiters advise to include skills that provide value-additions to the job profile you are applying for. Substantiating skills and experience with measurable results is a good way say 21% recruiters. 20% of them advise to add relevant keywords for skills help increasing visibility.  60% managers say that soft skills and non-technical skills like communication, leadership, teamwork and collaboration, analytical, adaptability, planning and strategic thinking skills are crucial while hiring candidates. The resume is the first point of contact between a candidate and an employer - and making this first impression a good one is critical in getting ahead in one's career. Read more at : http://economictimes.indiatimes.com/jobs/a-resume-gets-only-a-minute-of-a-recruiters-time-says-timesjobs-study/articleshow/59017222.cms

There can be times when instead of receiving money may end up with a tax bill. Tax return can be affected by major life changes. Some of the reasons may be: 1) Starting a side business: 2) Getting married: Married couples who file their joint tax return may face a higher tax bill. 3) Filing for Divorce: For some people, becoming single could also mean landing in a higher tax bracket, especially if their spouse earned significantly less money -- and brought them into a lower tax bracket. 4) Tapping into your retirement account: People who will withdraw money before retirement will have to pay 10% penalty tax unless it is for medical emergency. 5) Selling your home: Any gains from selling a home will be reported as capital gain and is subject to 20% tax if owned for more than 1 year. 6) Losing job: Some people may not realize that income received from unemployment benefits is taxable. 7) Receiving an inheritance: If you inherit an asset that they would have owed taxes on, that asset is now taxable to you. 8) Winning a vacation: Winners typically owe income tax on cash prize. Read more at : http://www.dailyherald.com/article/20170409/business/170409110/

The creation and consumption of Data is growing at a very fast rate, so does the responsibility to manage it. A report said that 90% of the data available today has been created in last two years. So, companies are using Business Intelligence (BI) to manage quintillion bytes of data per day. Data Mining, Data Handling is used to handle the data. The sharing of data intelligence across an organization doesn't only benefit the entire business, but creates a culture of collaboration and uncovers synergies between departments to better reach an end-goal. Creating a data driven culture is not an easy task. Only 37% companies have found success by adopting it. So, how to do it. First, start at the top. Implementing this lies in the hand of top executives and managers. To start something new is very difficult, so it fully depends on the top tow they manage and impose it. Additionally, education is important when we introduce something new to the company. Read more at: http://dataconomy.com/2017/05/data-nirvana-develop-data-driven-culture/

Quantum computing is the area of study focused on developing computer technology based on the principles of quantum theory, which explains the nature and behavior of energy and matter on the quantum level. In Quantum it can’t be clearly predicted which key element of the technology has entered commercialization and resulted in a massive change. Commercial applications like Temporal Defense Systems (TDS), Westpac, Commonwealth, and Telstra, and QuantumX are being adopted in Quantum computers by Lockheed Martin. Quantum computers can be used for simulation, optimization and sampling. Therefore, the most important action for data science is plotting how Quantum will disrupt the way we approach deep learning and artificial intelligence. Read more at: http://www.datasciencecentral.com/profiles/blogs/quantum-computing-and-deep-learning-how-soon-how-fast

Given the power of the consumers, their demands and the most extreme competitions in the market every business is fighting to survive. Recently the businesses have invested mostly in digital transformation. Since data play a very important role, retail businesses are using the following trends to analyze those data. Firstly, retailers are considering data from in-store technologies and analyzing them to measure their effect on consumer's decisions and thus providing the products demanded more by customers.  Secondly, by location analytics, geo-targeted push notifications are sent out to customers and products are arranged more effectively in the stores.  Thirdly, with the help of explanatory analytics and predictive analytics more demanded products are stocked up. And lastly, cross-platform analytics helps retailers understand the customer's demands and provide effective support to them. Therefore, we can say that data analytics are an essential part of growth. Read more at: http://www.datasciencecentral.com/profiles/blogs/top-data-analytics-trends-for-reatilers-of-2017

Apps are expected to produce $77 billion in revenue for business this year. Out of available 2.8 million apps, only a fraction is ever used. It means that the only cool idea is not enough for an app to be wanted by people, the app should add worth to users and be regular with the usefulness that the brand provides. Three steps can be taken to ensure that the subscription adds value and align with your business goals. First is to link up with values by defining the core values one provides as a company. Second is to exploit the tools like tap into features and functionality that mobile delivers to help push core value out into the world. And lastly by using mobile to supplement the brand's value, i.e. design the app around addressing a specific customer pain point that the speed and ease of mobile can help remove. Read more at: https://www.entrepreneur.com/article/295511

Research by Diamond (1984) assumes that diversification would eliminate the risk of shocks. Alternate theory (Winton, 1999) says that specialization would remove information barriers between borrowers and lenders and hence would mitigate default risks keeping banks stable. In a recent paper by Thornsten Beck, a finance professor at Cass Business School, took bank sectoral specialization and bank sectoral differentiation as measures. He concluded that banks with more specialization experience lower volatility of stock returns and lower systematic risk. Also, there is inverse relationship between sectoral differentiation and systematic risks. More research is required in this area.Read more at: https://blogs.worldbank.org/allaboutfinance/not-all-eggs-same-basket-role-sectoral-specialization-banking-system

Customers do online and offline research, take the recommendations of friends and family and go through product reviews before buying a product . This is where social media plays an important part in marketing. Brands find social media analysis necessary to quantify purchase intent. The three ways to get richer insights are

1. Analyze social media to understand the number of buyers interested in the product.

2. Buzz around the launch of a product reflects the purchase intent of the product.

3. Conducting a competitive analysis of the brands with the help of social media can help the brands to be better.

Read more at http://marketingland.com/social-shopping-use-social-media-analytics-quantify-purchase-intent-214173

The idea of gradually exposing more people to the benefits of riding around in self-driving taxis and other vehicles seems to be the guiding philosophy for a number of companies such as ride-hailing giant Uber, MIT startup NuTonomy, and the company Waymo spun out of Google's former self-driving car project.

Top concerns mentioned in social media included self-driving car fears of being hacked and "robot apocalypse" scenarios of technological change.

About 6,000 social posts focused on the positive side of self-driving cars as a "technological revolution that harnesses big data and machine learning."

 Another 7,000 social posts discussed self-driving cars as a possible solution to traffic jams and highway congestion even as they also featured angry venting. Read more at : 

http://blogs.discovermagazine.com/lovesick-cyborg/2017/05/30/hacking-and-doomsday-top-self-driving-car-fears-online/#.WT4agxOGO8U

The study of consumer behavior and modernization are required by the adoption of data analytics in order to fight the water industry's everlasting challenges. Water industries are looking for sustainable water supplies so that they can serve the water industries for the future. Water industries are trying to integrate the system with the user need with whatever capital is available to them. The most important issue for water utilities are maintaining and expanding assets. The water industries are trying to analyze the available data and collecting new data to increase their efficiencies and smartly manage their assets.  Read more at : http://www.waterworld.com/articles/2017/06/water-utility-industry-report-examines-role-of-data-analytics-and-true-cost-of-delivery.html

Automobiles are becoming highly advanced with the high-performance engines and technologies. Telematics provides the information about the performance of both vehicles and drivers. This automotive technology along with Internet of Things (IoT) is creating favorable impact on the car industry and its related industries like insurance, transportation and logistics service-based companies with fleets and infrastructure. The concept of autonomous vehicle has been there for ages, but with the application of AI it has gained new life. AI can act as an assistant to the human driver providing them a safe driving and with the help of biometric it adds a new level to the car security. Information asymmetry is the main problem in the insurance industries, but with predictive analytics using the available data this problem can be solved. The AI creates a win-win situation for both the user and provider. Read more at: https://www.forbes.com/sites/brianrashid/2017/05/16/how-ai-pioneers-will-affect-the-car-industry-and-why-its-a-good-thing/#7c2fcfde57c2

In the race of becoming a leader in autonomous car, Google and Tesla, compete each other in the near future. Tesla gains a hand over Google as it has already launched semi-autonomous vehicles in the Indian market named model S and model X. And during the time, Google's self-driving car (SDC) has been in the development. Although the target remains the same, i.e. 2020. Both companies use different techniques. Google uses reflected laser, whereas Tesla uses 3D cameras. Google is developing an autonomous vehicle in which there is no control of the driver, but Tesla uses an autopilot feature just like in airplanes so to allow some movement to the pilot.Despite different standpoint, result is much awaited till 2020. Read more at: http://analyticsindiamag.com/tesla-google-autonomous-car-technologies-different/