Major European football (soccer) leagues came to an end after an intensive year. Manchester City claimed the Premier League title after a high-intensity title race against Liverpool. It is unbelievable that Liverpool would have won 25 out of the last 27 PL titles with 97 points. Luckily, the Reds
Many businesses recognise the value of using customer decisioning models. Most also recognise that the fresher the model, the better the decision. But how important is it to keep the models fresh, and is it worth investing in automation? Many clients struggle with building that business case. Below are some
The analytical community is getting increasingly interested the concept of attribution. And while much of this is focused on digital marketing attribution, I want to take a step back to describe the wider application of attribution and the traditional techniques that can be used to solve a range of attribution
Marketers today use varying adaptations of the customer journey to describe a circular, looped decision pathway with four distinct phases. Mapping the right data to specific stages of the customer journey is all about getting to know your customers and developing initiatives to put that knowledge into action. Applying analytical
