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Trevor Paulsen
About The Author

Trevor Paulsen

Trevor Paulsen, Consultant: Predictive Analytics and Digital Strategy - Adobe SiteCatalyst Trevor Paulsen works as a design and integration consultant specializing in the use of data mining and predictive analytics techniques. He has designed and implemented predictive analytics solutions for many major media organizations. Trevor’s focus involves looking beyond descriptive web analytics to build models that can help organizations predict and understand trends in their data.

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Is Paid Search Cannibalizing Your Natural Search?

Media & Entertainment · By Trevor Paulsen On March 19, 2013 · Add Comment
adbudg paid search

Here are a cou­ple of com­mon ques­tions I get from dig­i­tal mar­keters: “Are my paid search key­words can­ni­bal­iz­ing my nat­ural search key­words?” And “How much should I really be spend­ing on my paid search bids?”  Believe it or not, using a pro­gram called “R”, you can actu­ally fig­ure this out using some sta­tis­ti­cal num­ber crunch­ing...

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Combining Statistics, SiteCatalyst, and Test&Target for Massive Conversion Lift

Media & Entertainment, Predictive Analytics · By Trevor Paulsen On September 25, 2012 · Add Comment
splash

Both Site­Cat­a­lyst and Test&Target are amaz­ing and pow­er­ful tools that allow a dig­i­tal mar­keter to bet­ter under­stand the traf­fic on their site and test their mar­ket­ing ideas among groups of users.  How­ever, busi­ness users often won­der how to make sense of the titanic amount of data that is col­lected and actu­ally use it to increase...

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Unleashing the Full Power of eVar Subrelations

Media & Entertainment, Predictive Analytics · By Trevor Paulsen On August 14, 2012 · Add Comment
subrelation

Time and time again I’m amazed by the power that a sub­re­lated eVar report can pro­vide.  Believe it or not, if you’re clever (as you will be after read­ing this), you can actu­ally use Adobe Report Builder to find inter­est­ing data anom­alies for you!  First of all, if you’re not famil­iar with what an...

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Attribution Modeling: It’s Like Ultimate Frisbee

Analytics, Media & Entertainment, Predictive Analytics · By Trevor Paulsen On July 24, 2012 · 2 Comments
ultFrisbee

Ulti­mate Fris­bee is one of the favorite lunch-break past times of many Adobe Con­sul­tants.  If you’re not famil­iar with the game, it’s actu­ally pretty sim­ple.  The object of the game is to score points by throw­ing a Fris­bee down­field to a player in the oppos­ing end zone, while any player in pos­ses­sion...

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Using SiteCatalyst to Build Media Mix Models

Analytics, Media & Entertainment · By Trevor Paulsen On June 5, 2012 · Add Comment
ADBUDG screen shot

Adobe’s Dig­i­tal Mar­ket­ing solu­tions are now open­ing doors to pre­dic­tive mar­ket­ing opti­miza­tions that were pre­vi­ously only avail­able to huge com­pa­nies that spend mil­lions of dol­lars con­struct­ing com­plex eco­nomic mod­els to explain the reach of their mar­ket­ing spend.  These large mod­els typ­i­cally include sur­veys, stud­ies, pan­els, and hosts of other expen­sive out­side resources to deliver sta­tis­ti­cal...

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Quick Tips for Tracking Press Releases: SiteCatalyst Light Server Calls and Dynamic Variables

Analytics, Media & Entertainment · By Trevor Paulsen On May 8, 2012 · Add Comment

Press releases can be tricky ani­mals to track since they get dis­trib­uted all across the web to var­i­ous con­tent providers and you really have min­i­mal con­trol over the site to which it is posted.  Since it’s sim­ple HTML, you can’t embed any JavaScript, which makes the fully fea­tured s_code and/or Site­Cat­a­lyst plu­g­ins unavailable.

How­ever, even...

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Using Predictive Analytics to Create Business Intelligence Masterpieces

Media & Entertainment · By Trevor Paulsen On April 3, 2012 · 2 Comments
3musicians

It is hard to believe that both of these paint­ings were cre­ated by the same artist.  At left, Picasso’s The Old Fish­er­man, dis­plays amaz­ing detail and depth of knowl­edge about the human fig­ure.  At right, Three Musi­cians, presents amaz­ing con­trast and is so sim­ple that it almost seems like any­one could have painted it...

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