Data code

How do you know if your model is going to work? Part 4: Cross-validation techniques

Concluding our guest post series! Authors: John Mount (more articles) and Nina Zumel (more articles). In this article we conclude our four part series on basic model testing. When fitting and selecting models in a data science project,…
Data

How do you know if your model is going to work? Part 2: In-training set measures

Continuing our guest post series! Authors: John Mount (more articles) and Nina Zumel (more articles). When fitting and selecting models in a data science project, how do you know that your final model is good? And how sure are you that…
Model Data

How do you know if your model is going to work? Part 1: The problem

This month we have a guest post series from our dear friend and advisor, John Mount, on building reliable predictive models. We are honored to share his hard won learnings with the world. Authors: John Mount (more articles) and Nina Zumel…
Referral Marketing

5 Tips to Reignite Referral Marketing

Referral marketing, or also known as word-of-mouth marketing, happens organically by enthusiastic or satisfied customers, but it can also be influenced by companies with the right strategy. You would naturally trust a friend’s opinion more…
predictive lifecycle marketing

PREDICTIVE LIFECYCLE MARKETING – PART 2

In the previous post in this series, we had talked about the early evolution of predictive models for customer response and lifetime value. In this second part, we will talk about how marketers can improve or influence lifetime value through…
Using Behavioral Messaging to Drive higher response

Using Behavioral Messaging to Drive Higher Response Rates [Infographic]

Marketers have known that timely and relevant messages, tailored to a user's behavior, are more impactful than batch and blast emails. But just how effective can these behavioral messages be? And how can you incorporate them into your marketing…
The AB testing Paradox

The A/B Testing Paradox

Has this ever happened to you: You ran 30 a/b tests over 6 months 20 of which showed an average lift of 2%, and you promoted the winning variant to show to the entire traffic base. Yay!! 10 of the tests did not show a lift over the base…
Predictive lifecycle marketing part 1

Predictive Lifecycle Marketing – Part 1

Predictive Lifecycle Marketing – Part 1 In a previous post, we had talked about the metrics that matter to the lifecycle marketer, and an approach to improving them. In that post, we outlined ideas for measuring metrics along the edges…
Taming your customer lifecycle metrics

Taming your Customer Lifecycle Metrics

In recent years, the idea of “pirate metrics” has gained wide adoption. Pirate metrics stand for AARRR: Acquisition, Activation, Retention, Referral and Revenue. The precise definition of the metrics may differ based on your business. For…
Relationship marketing to the perpetually connected customer

Relationship marketing to the perpetually connected customer

With multiple devices at their disposal, a customer’s path to a digital purchase now often spans both a mobile device and a desktop.  As an NYT article pointed out, “85 percent of online shoppers start searching on one device — most…