Replacing Excel With R

Excel is great for spreadsheet use.  I can remember taking accounting in college, when I was not aware of Excel (before I had a computer – I know, it was a long time ago).  We used sheets of paper that we had to adjust manually (erasers were invaluable).  Some of the figures were adjusted so... » read more

Digital Marketing KPIs – Definition & Metrics

KPIs are the metrics that matter most to your business objectives.  These are numbers that, when they change, you stand up and take notice.  Most often, KPIs are a combination of more than one metric.  For example, ROI is a combination of revenue & cost metrics.  Revenue by itself can be considered a KPI, but... » read more

Correlation of Data Attributes

If we want to understand if two variables are correlated, the first thing we have to understand is if they covary. That means that when one variable moves from its mean, we would expect that a related variables would change in a similar way. For example, let’s say that we think that the more emails... » read more

One-Way ANOVA For Email List Segmentation

A one-way ANOVA is used to test a null hypothesis by comparing three or more sample groups from a population (a t-test is generally used if comparing two sample groups).  To use this method, we take a random, equal sample from each group.  Then we examine  the mean and variance between samples. For this post, we are going to test whether the... » read more