Category: marketing-analytics
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How to Leverage Explainable AI for Better Business Decisions
How to Leverage Explainable AI for Better Business Decisions Moving beyond the black box to turn complex model outputs into actionable organizational strategies. The post How to Leverage Explainable AI for Better Business Decisions appeared first on Towards Data Science. Rodrigo Almeida Go to original source
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How to Model The Expected Value of Marketing Campaigns
How to Model The Expected Value of Marketing Campaigns The approach that takes companies to the next level of data maturity The post How to Model The Expected Value of Marketing Campaigns appeared first on Towards Data Science. Rodrigo Almeida Go to original source
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The Gamma Hurdle Distribution
The Gamma Hurdle Distribution Which Outcome Matters? Here is a common scenario : An A/B test was conducted, where a random sample of units (e.g. customers) were selected for a campaign and they received Treatment A. Another sample was selected to receive Treatment B. “A” could be a communication or offer and “B” could be…
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The Basics you Must Master Before Diving into Marketing & Product Analytics
The Basics you Must Master Before Diving into Marketing & Product Analytics Things that still confuse many Data Analysts Recently, I gave a presentation on a specific topic: how to investigate drop-offs in conversion funnels within the context of marketing and product analysis. What surprised me? The incredible engagement from the audience. The questions were varied…