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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…
Good news: You’ve decided to abandon last-click attribution measurement and made a firm resolution this year to step up your media attribution analysis game. Was losing third-party cookies and your ability to measure channel performance the reason? Or, you’re just think it’s time to change the way you’re evaluating upper funnel media, then media mix modeling…
Brands use data to tell a story and derive insights. But what if you started using your data to illuminate the path forward? Listen to Dan Temby, President of Proove Intelligence on the Modern CTO podcast discuss how putting more trust into your data and getting buy-in from executives can lead to better data-driven decisions…
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…
Last year I discovered the intricate, nuanced, complex beauty of my apartment ceiling. In just a few months, what was previously just a flat white surface and a few lights morphed into a discolored, patchy blanket that hovered over me irritatingly while I stared up from my sofa, day in and day out. Maybe it…