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Articles, analysis and perspectives on Business Intelligence, Analytics and AI.
Marketing
Marketing ROAS: how to measure the return on your ad spend
What ROAS is, how to calculate it and why it isn't the same as ROI. Break-even, margin, incrementality a…
Marketing CSAT, NPS and CES: which satisfaction metric to use, when
CSAT, NPS and CES measure different things. Learn what each customer satisfaction metric shows, when to …
Marketing Market basket analysis: what sells together
Support, confidence and lift without jargon: how market basket analysis reveals which products sell toge…
Marketing Marketing attribution models: last-click vs data-driven
A comparison of the main marketing attribution models — last-click, data-driven and MMM — with pros, con…
Marketing Marketing Mix Modeling: measuring impact without cookies
Marketing Mix Modeling estimates each channel's impact from aggregated data — no cookies, no individual …
Marketing Churn prediction: spotting at-risk customers before you lose them
How churn prediction spots at-risk customers before they leave: the signals that precede leaving, crossi…
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