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.
Pas de spam. Articles techniques sur la prévision, le pricing et les systèmes de décision.
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.