Insights and Perspectives
Understanding customer churn with survival analysis
Gavin Bowick
7 Min Read

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…

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The consumer rebound split
Kuhan Puvanesasingham

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…

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Watch our session on Overcoming Model Fragility from MMA’s IMPACT Conference
Proove

Traditional data models reveal fatal flaws in times of extreme change—never more so than during last year’s unprecedented events. Across industries, seismic shifts in consumer behavior, data collection, and device sharing brought the golden age of black-box algorithms to an end. So… what’s next? How do we create models that are not only stable and…

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Hindsight is 20/20: Making sense of an anomalous year
Proove
8 Min Read

2020 changed things. Some changes were disruptive: businesses closed (some temporarily, many permanently); working from home (and just being home all the time) dislodged familiar consumption habits; purchase decisions took on new importance. These changes gave rise to digital innovations for select companies fortunate enough to align with this shift, ranging from new online learning…

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Customer analytics: This time it’s personal… or is it?
Kuhan Puvanesasingham
5 Min Read

Most of us grew up believing we’re special. Our moms, our teachers, and Mr. Rogers raised us to think that we’re one-of-a-kind. Now marketers have joined this choir of positive reinforcement, celebrating customer individuality by ushering in a new era of content personalization. Personalization, they say during their keynote speeches, will be the prime driver…

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Accelerating toward real-time customer insights
Proove
7 Min Read

In the 2019 Big Data and AI Executive Survey, 92% of respondents reported increasing the pace of their investments in big data and AI. Then COVID-19 happened, and that thing that was already at the top of their to-do lists got underlined and circled in red… with a star next to it. Perhaps no business…

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