About the author
Cyril Noirot
Lead Data Scientist
Freelance data scientist. I design and ship decision systems — forecasting, pricing, marketing measurement, optimization — for teams making high-stakes calls.
Marketing Science
Your MMM Should Not Predict Revenue
Revenue is a derived quantity. Marketing influences demand, units sold, not price. Modeling revenue directly entangles two mechanisms and produces misleading attribution.
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Marketing Science5 min
ROI Is Not Enough. You Need Time-to-ROI.
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.
Marketing Science8 min
From Propensity Scores to Learning Systems: What Most CRM Teams Get Wrong
Most CRM organizations don't have a feedback loop. They have a broadcasting system. The shift from propensity to uplift modeling changes everything.
Marketing Science5 min
MIP for Marketing Budget Allocation: A Complete Guide
Learn how Mixed Integer Programming (MIP) with discretized response curves solves marketing budget allocation problems using branch-and-bound methods.
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