Validated GRPs (vGRPs) to improve the effectiveness of ad tracking

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Validated GRPs (vGRPs) are a very powerful KPI to track the digital advertising effectiveness. Let's think about the current use of the traditional online GPRs in marketing mix models. Allowing non-validated impressions into the model presents not only opportunity for error but also a biased evaluation of the medium’s ability to drive sales. It is due to the ...

How To Handle the SEO by Markov Chains

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In probability theory a Markov process, named after the Russian mathematician Andrey Markov, is a stochastic process by which one can make predictions for the future based solely on its present state just as well as one could knowing the process's full history, hence independently from such history. It is based on a principle of “memorylessness”. Basically, ...

SEO Business Essentials Training in Vodafone

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I am very satisfied to taught the 4-hour training session for Vodafone staff interested in learning more about Search Engine Optimization from the business perspective. I created and delivered this course to cover the main following topics: The Search EconomyOverview and landscape of search enginesSEO benefits for C-SuitsThe job of SEOs Use search engines as a source ...

Just few thoughts about Supply and Demand in Online Advertising

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As an economist, I have been always more interested in using some traditional models to study and understand the digital world around us. I will never forget the advice from Roberto Aguiari, my professor at Business Economic Course: "Economics rules never change!". He was right... maybe! More than 200 years ago, Adam Smith wrote: “Price is regulated by ...

Hello world!

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Hello World!! This is my first post on my blog. I spent some time just thinking about the topic to be discussed first. Finally, I decided to share with you just a little bit about me. "Die slowly" by Pablo Neruda exactly defines what IS NOT my spirit and lifestyle: Dies slowly he who transforms himself into the slave ...