SangKil Park

1604574000

How to Build Audience Clusters With Website Data Using BigQuery ML

A common marketing analytics challenge is to understand consumer behavior and develop customer attributes or archetypes. As organizations get better at tackling this problem, they can activate marketing strategies to incorporate additional customer knowledge into their campaigns. Building customer profiles is now easier than ever with BigQuery ML, using a technique called clustering. In this post, you’ll learn how to create segmentation and how to use these audiences for marketing activation.

Why are clustering algorithms so important?

Clustering algorithms can group similar user behavior together to build segmentation used for marketing. As we are breathing the personalization era, clustering algorithms can help companies send specialized messages to current customers or prospects through ads based on website behavior.

How do clustering algorithms work?

In this tutorial I’ll provide a simple understanding of clustering algorithms, however, the majority of this content will cover process and implementation, rather than what’s going on under the hood. To generally get you started, clustering falls under the category of unsupervised machine learning. We are running an algorithm, specifically in this process we will use k-means, to find how data is logically grouped together without giving the algorithm a target variable to train with. For example, suppose we want to cluster your audience by two characteristics like age and estimated income. Clustering is the process to automatically do this for you. The only input we’re faced with is how many clusters exist within our data. In the example below, three clusters ‘feels’ right. This example might seem straight forward, but you can see how the problem becomes impossible to manually do with more features.

#clustering #marketing #machine-learning #bigquery #advertising

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How to Build Audience Clusters With Website Data Using BigQuery ML
Siphiwe  Nair

Siphiwe Nair

1620466520

Your Data Architecture: Simple Best Practices for Your Data Strategy

If you accumulate data on which you base your decision-making as an organization, you should probably think about your data architecture and possible best practices.

If you accumulate data on which you base your decision-making as an organization, you most probably need to think about your data architecture and consider possible best practices. Gaining a competitive edge, remaining customer-centric to the greatest extent possible, and streamlining processes to get on-the-button outcomes can all be traced back to an organization’s capacity to build a future-ready data architecture.

In what follows, we offer a short overview of the overarching capabilities of data architecture. These include user-centricity, elasticity, robustness, and the capacity to ensure the seamless flow of data at all times. Added to these are automation enablement, plus security and data governance considerations. These points from our checklist for what we perceive to be an anticipatory analytics ecosystem.

#big data #data science #big data analytics #data analysis #data architecture #data transformation #data platform #data strategy #cloud data platform #data acquisition

Why Use WordPress? What Can You Do With WordPress?

Can you use WordPress for anything other than blogging? To your surprise, yes. WordPress is more than just a blogging tool, and it has helped thousands of websites and web applications to thrive. The use of WordPress powers around 40% of online projects, and today in our blog, we would visit some amazing uses of WordPress other than blogging.
What Is The Use Of WordPress?

WordPress is the most popular website platform in the world. It is the first choice of businesses that want to set a feature-rich and dynamic Content Management System. So, if you ask what WordPress is used for, the answer is – everything. It is a super-flexible, feature-rich and secure platform that offers everything to build unique websites and applications. Let’s start knowing them:

1. Multiple Websites Under A Single Installation
WordPress Multisite allows you to develop multiple sites from a single WordPress installation. You can download WordPress and start building websites you want to launch under a single server. Literally speaking, you can handle hundreds of sites from one single dashboard, which now needs applause.
It is a highly efficient platform that allows you to easily run several websites under the same login credentials. One of the best things about WordPress is the themes it has to offer. You can simply download them and plugin for various sites and save space on sites without losing their speed.

2. WordPress Social Network
WordPress can be used for high-end projects such as Social Media Network. If you don’t have the money and patience to hire a coder and invest months in building a feature-rich social media site, go for WordPress. It is one of the most amazing uses of WordPress. Its stunning CMS is unbeatable. And you can build sites as good as Facebook or Reddit etc. It can just make the process a lot easier.
To set up a social media network, you would have to download a WordPress Plugin called BuddyPress. It would allow you to connect a community page with ease and would provide all the necessary features of a community or social media. It has direct messaging, activity stream, user groups, extended profiles, and so much more. You just have to download and configure it.
If BuddyPress doesn’t meet all your needs, don’t give up on your dreams. You can try out WP Symposium or PeepSo. There are also several themes you can use to build a social network.

3. Create A Forum For Your Brand’s Community
Communities are very important for your business. They help you stay in constant connection with your users and consumers. And allow you to turn them into a loyal customer base. Meanwhile, there are many good technologies that can be used for building a community page – the good old WordPress is still the best.
It is the best community development technology. If you want to build your online community, you need to consider all the amazing features you get with WordPress. Plugins such as BB Press is an open-source, template-driven PHP/ MySQL forum software. It is very simple and doesn’t hamper the experience of the website.
Other tools such as wpFoRo and Asgaros Forum are equally good for creating a community blog. They are lightweight tools that are easy to manage and integrate with your WordPress site easily. However, there is only one tiny problem; you need to have some technical knowledge to build a WordPress Community blog page.

4. Shortcodes
Since we gave you a problem in the previous section, we would also give you a perfect solution for it. You might not know to code, but you have shortcodes. Shortcodes help you execute functions without having to code. It is an easy way to build an amazing website, add new features, customize plugins easily. They are short lines of code, and rather than memorizing multiple lines; you can have zero technical knowledge and start building a feature-rich website or application.
There are also plugins like Shortcoder, Shortcodes Ultimate, and the Basics available on WordPress that can be used, and you would not even have to remember the shortcodes.

5. Build Online Stores
If you still think about why to use WordPress, use it to build an online store. You can start selling your goods online and start selling. It is an affordable technology that helps you build a feature-rich eCommerce store with WordPress.
WooCommerce is an extension of WordPress and is one of the most used eCommerce solutions. WooCommerce holds a 28% share of the global market and is one of the best ways to set up an online store. It allows you to build user-friendly and professional online stores and has thousands of free and paid extensions. Moreover as an open-source platform, and you don’t have to pay for the license.
Apart from WooCommerce, there are Easy Digital Downloads, iThemes Exchange, Shopify eCommerce plugin, and so much more available.

6. Security Features
WordPress takes security very seriously. It offers tons of external solutions that help you in safeguarding your WordPress site. While there is no way to ensure 100% security, it provides regular updates with security patches and provides several plugins to help with backups, two-factor authorization, and more.
By choosing hosting providers like WP Engine, you can improve the security of the website. It helps in threat detection, manage patching and updates, and internal security audits for the customers, and so much more.

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#use of wordpress #use wordpress for business website #use wordpress for website #what is use of wordpress #why use wordpress #why use wordpress to build a website

Gerhard  Brink

Gerhard Brink

1620629020

Getting Started With Data Lakes

Frameworks for Efficient Enterprise Analytics

The opportunities big data offers also come with very real challenges that many organizations are facing today. Often, it’s finding the most cost-effective, scalable way to store and process boundless volumes of data in multiple formats that come from a growing number of sources. Then organizations need the analytical capabilities and flexibility to turn this data into insights that can meet their specific business objectives.

This Refcard dives into how a data lake helps tackle these challenges at both ends — from its enhanced architecture that’s designed for efficient data ingestion, storage, and management to its advanced analytics functionality and performance flexibility. You’ll also explore key benefits and common use cases.

Introduction

As technology continues to evolve with new data sources, such as IoT sensors and social media churning out large volumes of data, there has never been a better time to discuss the possibilities and challenges of managing such data for varying analytical insights. In this Refcard, we dig deep into how data lakes solve the problem of storing and processing enormous amounts of data. While doing so, we also explore the benefits of data lakes, their use cases, and how they differ from data warehouses (DWHs).


This is a preview of the Getting Started With Data Lakes Refcard. To read the entire Refcard, please download the PDF from the link above.

#big data #data analytics #data analysis #business analytics #data warehouse #data storage #data lake #data lake architecture #data lake governance #data lake management

SangKil Park

1604574000

How to Build Audience Clusters With Website Data Using BigQuery ML

A common marketing analytics challenge is to understand consumer behavior and develop customer attributes or archetypes. As organizations get better at tackling this problem, they can activate marketing strategies to incorporate additional customer knowledge into their campaigns. Building customer profiles is now easier than ever with BigQuery ML, using a technique called clustering. In this post, you’ll learn how to create segmentation and how to use these audiences for marketing activation.

Why are clustering algorithms so important?

Clustering algorithms can group similar user behavior together to build segmentation used for marketing. As we are breathing the personalization era, clustering algorithms can help companies send specialized messages to current customers or prospects through ads based on website behavior.

How do clustering algorithms work?

In this tutorial I’ll provide a simple understanding of clustering algorithms, however, the majority of this content will cover process and implementation, rather than what’s going on under the hood. To generally get you started, clustering falls under the category of unsupervised machine learning. We are running an algorithm, specifically in this process we will use k-means, to find how data is logically grouped together without giving the algorithm a target variable to train with. For example, suppose we want to cluster your audience by two characteristics like age and estimated income. Clustering is the process to automatically do this for you. The only input we’re faced with is how many clusters exist within our data. In the example below, three clusters ‘feels’ right. This example might seem straight forward, but you can see how the problem becomes impossible to manually do with more features.

#clustering #marketing #machine-learning #bigquery #advertising

Data Lake and Data Mesh Use Cases

As data mesh advocates come to suggest that the data mesh should replace the monolithic, centralized data lake, I wanted to check in with Dipti Borkar, co-founder and Chief Product Officer at Ahana. Dipti has been a tremendous resource for me over the years as she has held leadership positions at Couchbase, Kinetica, and Alluxio.

Definitions

  • A data lake is a concept consisting of a collection of storage instances of various data assets. These assets are stored in a near-exact, or even exact, copy of the resource format and in addition to the originating data stores.
  • A data mesh is a type of data platform architecture that embraces the ubiquity of data in the enterprise by leveraging a domain-oriented, self-serve design. Mesh is an abstraction layer that sits atop data sources and provides access.

According to Dipti, while data lakes and data mesh both have use cases they work well for, data mesh can’t replace the data lake unless all data sources are created equal — and for many, that’s not the case.

Data Sources

All data sources are not equal. There are different dimensions of data:

  • Amount of data being stored
  • Importance of the data
  • Type of data
  • Type of analysis to be supported
  • Longevity of the data being stored
  • Cost of managing and processing the data

Each data source has its purpose. Some are built for fast access for small amounts of data, some are meant for real transactions, some are meant for data that applications need, and some are meant for getting insights on large amounts of data.

AWS S3

Things changed when AWS commoditized the storage layer with the AWS S3 object-store 15 years ago. Given the ubiquity and affordability of S3 and other cloud storage, companies are moving most of this data to cloud object stores and building data lakes, where it can be analyzed in many different ways.

Because of the low cost, enterprises can store all of their data — enterprise, third-party, IoT, and streaming — into an S3 data lake. However, the data cannot be processed there. You need engines on top like Hive, Presto, and Spark to process it. Hadoop tried to do this with limited success. Presto and Spark have solved the SQL in S3 query problem.

#big data #big data analytics #data lake #data lake and data mesh #data lake #data mesh