Tradd SalvoData & insights
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Skills

Areas of expertise.

Six connected capability areas, with the methods and tools behind them.

Capabilities

Tools & technologies

Measurement and marketing analytics

Measurement strategy

  • Measurement frameworks
  • KPI definition
  • Tracker design
  • Composite KPIs
  • Benchmarking

Effectiveness and attribution

Campaign and channel analysis

  • Campaign performance analysis
  • Cross-channel analysis
  • Creative optimization

Experimentation

  • Experimental design
  • A/B testing

    Frequentist and Bayesian approaches.

  • Multivariate testing

Planning and scenarios

  • Scenario analysis
  • Impact modeling

    Estimating potential business outcomes under explicit assumptions.

Research and customer understanding

Research design and sources

  • Mixed methods research
  • Survey research

    Survey design, sampling and weighting.

  • Syndicated research

Qualitative research

  • In-depth interviews
  • Focus groups

UX research

  • Usability research
  • Tree testing
  • Card sorting

Choice and preference research

  • Conjoint
  • MaxDiff

Pricing research

  • Van Westendorp
  • Gabor-Granger

Customer segmentation

  • Behavioral segmentation
  • RFM modeling
  • Survey-based segmentation
  • Attitudinal segmentation
  • Geographic segmentation

Related: Latent class analysis

Digital and product analytics

Product and behavioral analysis

  • Product analytics
  • Customer journey analysis
  • Pathing analysis

Search engine optimization (SEO)

  • Keyword research
  • On-page optimization
  • Content strategy
  • Schema markup
  • Redirect mapping

Generative engine optimization (GEO)

  • GEO measurement

Reporting and decision support

  • Dashboarding and data visualization
  • KPI reporting

Statistical modeling and data science

Inference and outcome modeling

  • Hypothesis testing
  • Linear regression
  • Logistic regression
  • Driver analysis
  • Survival analysis

Bayesian modeling and simulation

  • Bayesian modeling
  • Bayesian hierarchical modeling
  • Monte Carlo simulation

Predictive modeling

  • Random forests
  • Gradient boosting
  • Propensity modeling

Clustering

Dimensionality reduction and factor models

  • Factor analysis
  • Principal component analysis (PCA)

Forecasting

  • ARIMA
  • SARIMAX

Frameworks: Prophet · Orbit

Text analytics

  • Topic modeling
  • Sentiment analysis
  • Aspect-based sentiment analysis

AI and analytical development

AI-enabled workflows

  • AI-augmented workflow design
  • Agent orchestration

Analytical tools and pipelines

  • Analytical tool development

    Includes productization of analytical tools.

  • Analytical pipelines
  • Data collection and preparation

Leadership and collaboration

People leadership

  • Global, multidisciplinary team leadership
  • Coaching and talent development

    Coaching, mentoring and team development.

Communication and collaboration

  • Communicating complex ideas clearly
  • Stakeholder alignment and influence

    Supporting practice: workshop facilitation.

  • Navigating difficult conversations

Practice development

  • Capability strategy and practice development

    Analytics capability building.

  • Research operations
  • Vendor management
  • New business

Python

Data and numerical work

  • pandas
  • NumPy

Statistics and prediction

  • statsmodels
  • scikit-learn

Bayesian modeling

  • PyMC
  • ArviZ

Text and data collection

  • Beautiful Soup
  • spaCy
  • VADER
  • BERTopic

Visual and interactive work

  • Matplotlib
  • Dash

R

Data preparation

  • dplyr
  • tidyr

Visualization

  • ggplot2

Statistics and modeling

  • stats
  • psych
  • cluster
  • RStan
  • PerformanceAnalytics

SQL

Data platforms

  • BigQuery
  • Redshift
  • Snowflake

Platforms and providers

Digital and product analytics

  • Google Analytics
  • Adobe Analytics
  • Amplitude

Search and discovery

Experimentation platforms

  • Optimizely
  • VWO

Survey and research platforms

  • Qualtrics
  • Decipher
  • Conjointly
  • Displayr

UX research and recruitment

  • UserTesting
  • Optimal Workshop
  • User Interviews

Syndicated research providers

  • GWI
  • MRI-Simmons
  • YouGov

Other research providers

  • Millward Brown
  • DISQO

Reporting and visualization

  • Tableau
  • Looker Studio
  • Power BI
  • Domo
  • Excel
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