Blog

It’s no secret that customer journeys have changed. Gone are the days of a simple, linear route to conversion. Now, user journeys consist of multiple crisscrossing touchpoints that require careful tracking and analysis. In response to this, media mix modeling (MMM) has become an increasingly popular way to understand the correlations between ad spend and…

Knowing how long a customer is likely to remain a customer is a prerequisite to effectively model lifetime value, manage resources, and calculate target costs per acquisition. As an added bonus, understanding the factors that influence customer churn can reveal priceless opportunities to optimize performance. There’s little doubt that survival analysis is a useful tool…

When was the last time you used data to look forward rather than back? Do you use data from your website analytics and CRM platforms to simply report on performance, or are you using it to make predictions about the future—and identify opportunities to intervene and shift forecast behaviors? Propensity modeling allows you to make…

COVID-19 marks the end of the golden age of black box algorithms. Our once-reliable forecasting models and optimization tools are buckling under the crushing uncertainty brought on by the virus, leaving us unable to predict a week out, let alone a quarter or a year. What becomes of our optimization, data, and predictive modeling assets?…

Most of us grew up believing we’re special. Our moms, our teachers, and Mr. Rogers raised us to think that we’re one-of-a-kind. Now marketers have joined this choir of positive reinforcement, celebrating customer individuality by ushering in a new era of content personalization. Personalization, they say during their keynote speeches, will be the prime driver…

The end of the 2010s didn’t really feel like the end of a real decade. The 2010s? The 10s? What is that? For the previous 10 years, we had scrambled to learn what the hell blockchain is, feared that AI would steal all of our jobs, and daydreamed about augmented reality, driverless Ubers, and using…