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.
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Lead Data Scientist
Freelance data scientist. I design and ship decision systems — forecasting, pricing, marketing measurement, optimization — for teams making high-stakes calls.
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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.
Learn how Mixed Integer Programming (MIP) with discretized response curves solves marketing budget allocation problems using branch-and-bound methods.
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