Friday, February 12, 2016

Digital & Marketing Nirvana

Kotler defines marketing as a mean to identify human and social needs and fulfill them, profitably.
According to American Marketing Association, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Nirvana is made of two words Nir and Vana. Where Nir means without and Vana means Forests. The Nirvana is to be in a state which has got rid of, forever, the dense forest of the three fires of nonvaluable creation, communication and delivery.
The term marketing is one of the most abused terms of modern era. Marketing started as noble profession being seen as antisocial and father of consumerism and eventually root cause of many societal, psychological and environmental problem.         

Digital medium have contributed in big data revolution. The data analysis can help in creating customized solution so that communication expenses minimized. The digital mediums also have been instrumental in bringing the delivery and transaction cost down. The advent of 3-D scanning and 3-D printing has opened the door for plethora of opportunities. 

Thus digital marketing is instrumental in helping marketing achieve its true aim, creating a product so that consumer himself come and purchase it. Thus maximum value is being unlocked in the supply chain.
For digital marketing consultancy work check .

Sunday, August 16, 2015

Why Regularization is needed in Regression?

Hello Data Ninja’s!

This introductory blog post is all about need of regularization in Ordinary Least Square (OLS) method. I have tried covering the concept using simple text only. In coming posts, I will try to use equations and visuals for better comprehension.  

The Linear Regression is a process of fitting the curve/line so that the sum of square of difference between estimated value and actual value is minimized (minimization of squared residual).The method is also called the Ordinary Least Square (OLS) method.

 But, the Ordinary Least Square method is not sufficient whenever low ratio of observations to number variable exist in Regression Modelling. The prediction accuracy gets compromised in case of higher number of variable and low data points.  The methods like Ridge Regression and Lasso provide probable solution for the problem.
Ridge regression generally yields better predictions than OLS solution, through a better compromise between bias and variance. Its main drawback is that all predictors are kept in the model, so it is not very interesting if you seek a parsimonious model or want to apply some kind of feature selection.
To achieve sparsity, the lasso is more appropriate but it will not necessarily yield good results in presence of high collinearity (it has been observed that if predictors are highly correlated, the prediction performance of the lasso is dominated by ridge regression).
I expect the attempt of blog post to introduce the shortcoming of OLS and need of Regularization in regression model was successful through this blog post. If yes keep visiting this blog to get more incite on Data Analytics & Digital Marketing. You can also subscribe for blog posts using subscription options available in right sidebar.

Monday, February 18, 2013

Four red flags for mobile app development outsourcing

Outsourcing has become the need of the hour. Outsourcing mobile app development is an attractive option, but there are few red flags any organization needs to watch for.
Although some mobile apps are conceived by the person who then does the coding, our experience is this is usually not the case and that most app entrepreneurs will find someone else to do their app development.  Even those with the ability (or personnel) to code will often times outsource app development, for a variety of reasons. In this blog post we will list four flags an outsourcing organisation always needs to watch for.

Flag no 1:

Discounts: If it sounds too good to be true, it probably is.  Be wary of outsourcer whose bids are conspicuously lower than their competitors; chances are they’re either trying to buy your business or simply don’t understand the scope of your product. There is an old saying “as you sow so reap”.

Flag no 2:

Settle on a Fixed Price: The profit-sharing option can seem tempting if you’re short on capital, but there are often pitfalls in such arrangements.  The conditions of the agreement might be vague; the goals of the project might not be shared by both sides, etc.

Flag No 3:

Beware of Yes Men: If your outsourcer agrees too quickly to your proposals, tread lightly.  Raising questions and objections is the sign of a developer who’s committed to your project and who cares enough about it to make sure you’re getting what you’re asking for.

Flag No 4:

Expect Punctuality: If your outsourced developer does n’t respect your time commitments when it comes to making a bid, how likely is it they’ll do so when it comes time to deliver the project?
In short, outsourcing a mobile app development project is an attractive option for entrepreneurs who don’t have enough time and money for in house development but they need to select their vendor carefully otherwise this decision may misfire.

Thursday, November 29, 2012

5 key principles for SMBs for protecting their data in the Cloud

By Vinaytosh 
SMB’s using cloud services to store and access client data must take all precautions not only to secure the data but also protect privacy of their customer’s data. It is not only a compliance requirement in most countries but it is the responsibility of every business to safeguard their customer’s data so that they can gain their clients trust and loyalty.
Few months ago, a hacker group called Antisec published 1 million Apple UDID online. Then there were the LinkedIn password breach and the Dropbox hack. No one gets shocked anymore that twitter accounts are compromised on a daily basis and neither does Twitter reveal the details of the scale of the problem. High-profile examples like these generate the headlines, but similar, smaller-scale breaches that happen to SMBs with alarming ease, often goes unreported.
Data loss incidents happen to businesses of all sizes, to non-profits and even government organizations.  It is prudent to assume that over time all businesses will suffer a breach or loss of data.  Such events can range from a lost laptop, a misplaced document to a system breach by a malicious hacker. Whether you are Fortune 500 businesses with a large IT security staff or a local merchant, hospital or non-profit, if you collect customer data you are at risk of security breach. 
According to Online Trust Alliance 2012 Data Protection & Breach Readiness Guide, it is critical for all businesses including those who may not have an online presence, to acknowledge that the data they collect is not only a powerful marketing tool and business asset, but also prone to security risk as it contains sensitive personal data.  Small Businesses invariably need to consider the following key principles to maximize their preparedness;
  1. Acknowledge the data they collect contains one or more forms of Personal Identifiable Information (PII) or sensitive data.
  2. Accept they will experience a data loss incident or breach.
  3. Understand they may fall under multiple government regulations requiring notice and remedies.
  4. Being unprepared can significantly add to the direct and indirect costs including management resources and lost productivity.
  5. A data incident can result in significant damage to a business’s brand reputation.
Regulatory mandates such as PCI, Sarbanes-Oxley, HIPAA and others require that organizations protect the privacy and confidentiality of enterprise and customer information, it’s more important than ever that businesses take their security to next level.
SmartSignin is the only Cloud identity Solution that not only provides security to confidential data, but it also delivers 100% privacy of all information stored and accessed from the cloud. For more information on how the SmartSignin solution can be customized for your businesses, please contact us at

Tuesday, November 13, 2012

To PPC or not to PPC :That is the Question?

A startup should always use PPC campaigns for the first six months of their product launch but approach always depends on their pocket.

The new website always faces a big hurdle of Google Sandbox and struggles to get more leads through organic SEO. If you are not using right mix of inorganic and organic search engine marketing then you are losing on time and there is opportunity cost associated with that.

Big players generally have deep pocket and they allot the budget to different methods being used but startups have limited resources available. Following are thumb rule for a startup PPC campaign:
·         Avoid head on collision with these players
·         Target long tail keywords which are closely matched to line of business (Quality Score and completion will be less hence the cost per click)
·         Create specific landing pages for campaign ( you can provide more CTA ,website Bounce Rate will also not increase)

You are not facing challenge of consuming/utilizing the allotted budget .The available budget will any how exhaust hence try to maximize the number of visit on your website.