Predictive analytics and customer lifetime value
How B2B companies use predictive analytics to protect, expand, and optimize customer value from churn prevention to intelligent acquisition.
Blog
Articles on marketing analytics, data science, and AI
Why Your Marketing Has Data but No Decisions
If your marketing team keeps presenting ROAS while leadership wants to talk revenue, the problem isn’t your tools. It’s structural — and it has a name: measurement maturity gap.
The End of the Lipstick Effect? What 18 Years of Data Reveal About Consumers in a Crisis
Is the lipstick effect real? I analyze 18 years of data, from the 2008 crisis to the pandemic, to uncover the truth about consumer behavior in times of crisis. A must-read marketing study.
Goldilocks and the Attribution Problem: there is no one-size-fits-all bed
Your default attribution model might be lying to you. Goldilocks explains why — and how to find the model that actually fits your business.