Before you get started, you must recognize that there are multiple steps in predictive modeling.
Stephen H. Yu
Here are the essentials of what a CDP needs to be and do, and what the common elements of useful marketing databases are.
Many organizations put unreasonable expectations on data scientists. Their job descriptions require a superhuman.
As a data and analytics consultant, I often get called in when things do not work out as planned or expected. I guess my professional existence is justified by someone else’s problems. If everyone follows the right path from the beginning and everything goes smoothly all of the time, I would not have much to…
Users are quickly realizing that investing in AI is not the end of the road.
It’s the junk food of marketing. We all know that the email batch and blast practice really isn’t good for anyone.
Last month, I talked about factors marketers should consider for attribution rules. Here, I would like to get a little deeper.
After each campaign effort, a good database marketer is supposed to study “what worked, and what didn’t,” using attribution rules.
I have been writing about using “model-based” personas stemming from a 360-degree