Understanding why modern marketing optimization focuses on efficiency, not volume. Learn how marginal ROI transforms budget allocation and why the slope matters more than the height.
About the author
Lead Data Scientist
Freelance data scientist. I design and ship decision systems — forecasting, pricing, marketing measurement, optimization — for teams making high-stakes calls.
Continue reading
Two initiatives can show the same ROI and still deserve very different decisions. The missing variable is time-to-ROI: how fast the initial investment is recovered.
Most CRM organizations don't have a feedback loop. They have a broadcasting system. The shift from propensity to uplift modeling changes everything.
Revenue is a derived quantity. Marketing influences demand, units sold, not price. Modeling revenue directly entangles two mechanisms and produces misleading attribution.
Newsletter
Technical writing on forecasting, pricing, and decision systems. No fixed schedule, no spam.