Silicon Valley is the new Wall Street

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Definitely, Silicon Valley is the new Wall Street. I was just thinking of the differences between these two "worlds", but I finally found more likeness than differences. Let's think of when Wall Street was on the edge, in the 80's. It was a period of opulence and nowhere was the American dream more present at ...

Covid-19, Shut-In Economy and Findability

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I guess the concept of Shut-In Economy sounds new to the majority of people, but not the millennials. As per Lauren Smiley's statement: "In the new world of on-demand everything, you’re either pampered, isolated royalty — or you’re a 21st century servant". That's the basic concept of this new economy model: the on-demand world ...

The Kano model and the customer satisfaction

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When it comes to define a product or service and align it with the consumer requirements, it is very useful to focus on their characteristics or features, according to Kano model's categories. This model was published in 1984 by Dr Noriaki Kano, professor of Quality Management at the Tokyo University of Science. Its core concept is ...

The Filter Bubble

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Following Eli Pariser's statement: "Your filter bubble is your own personal, unique universe of information that you live in online. And what's in your filter bubble depends on who you are, and it depends on what you do". Basically, in case you are not aware of this: search engines and social network trapped you in a ...

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 ...

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 ...