August 7, 2018
Co-Founder/Chief Data Scientist
Smarter HQ, Inc.
We all know data is a good thing. More data is better. Analytics on top of more data is a gold mine. With all the potential of machine learning and advanced analytics, why isn’t data-driven personalization in every company’s toolkit? Why doesn’t data-driven personalization generate the ROI that makes using advanced analytics a slam-dunk for all organizations?
In this talk, I will describe the data we usually use for personalized marketing campaigns and the data we need to make these campaigns even more effective. Not just any data will do; we need to collect and create data that connects what we can observe about customer behavior to the actions we want to understand and ultimately predict.
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