by Christopher S Penn | Dec 19, 2018 | Data Science, Economy, Marketing, Predictive Analytics, Strategy
Lisa asks, “What are your thoughts on the evolving nature of digital marketing and predictive analytics for the next year?” Marketing will be dealing with economic headwinds in 2019. Anyone looking at leading economic indicators sees the writing on the...
by Christopher S Penn | Oct 18, 2018 | analytics, AI, Artificial Intelligence, Machine Learning, Marketing, Marketing Technology, Predictive Analytics
Nathan asks, “Do you see a place for human contributions still in predictive analytics even with A.I. taking over?” There are indeed still reasons for humans to play a role in predictive analytics. Watch the video to learn the three most important reasons,...
by Christopher S Penn | Sep 25, 2018 | Business, Marketing, Predictive Analytics, Strategy
Matthias asks, “Soon we will be preparing marketing budgets for next year. What tips do you suggest?” Budgeting is forecasting, and forecasting means prediction. Identify highest ROI channels and strategies based on historical data Cost data is essential Identify...
by Christopher S Penn | May 9, 2018 | Business, Marketing, Predictive Analytics, Strategy
Mark asked, “I have a great team and we do a lot of things right. What do we need to do to take things to the next level?” One of the things marketers – and business people in general – do wrong is assume that having the right team is enough....
by Christopher S Penn | May 8, 2018 | AI, analytics, Artificial Intelligence, Machine Learning, Marketing, Marketing Technology, Predictive Analytics
Ben asks, “Predictive analytics seems like a big topic – what kinds do you work with most or find work best?” Prediction falls into two general buckets, scoring and forecasting. Scoring builds a model to understand, as best as possible, why something happened...
by Christopher S Penn | Mar 15, 2018 | AI, analytics, Artificial Intelligence, Machine Learning, Marketing, Predictive Analytics
Christopher asked, “Christopher! Went to the SMMW this past year and attended your presentation. One of the most impactful and motivating talks I have seen. I am extremely amateur in my domain expertise in coding- signed up for a python course via codecademy for my...