For twenty years, the Net Promoter Score has occupied a near-mythical place in boardrooms. But the evidence behind its predictive power has…
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AIMarketing has developed an unhealthy obsession with precision. A dashboard can now show the estimated return of a campaign, a […]
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Marketing has spent decades romanticising loyalty. The language is emotional. Brands talk about love, trust, devotion, communities, advocates and fans. CRM teams…
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Marketing has always had a measurement problem. Not because marketers lack data. Quite the opposite. The modern marketing department is drowning in…
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In most companies, price is still treated as a number. A margin lever. A spreadsheet cell. A negotiation endpoint. A commercial decision…
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In boardrooms, marketing still has a measurement problem. It has more dashboards than ever, more attribution windows, more cohort charts, more pixels,…
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For a marketing industry that now talks fluently about predictive AI, incrementality, retail media, first-party data and customer journeys, it is oddly…
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Marketing has become increasingly fluent in the language of attention. Reach, engagement, dwell time, click-through, conversion, salience, share of search: the industry…
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Implementing churn prediction involves identifying the customers most likely to leave a company at the end of their contract, so as to…
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Marketing Mix Modeling (MMM) is an advanced quantitative approach designed to measure the impact of various marketing activities on a company's business…
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The Brand Attractiveness Score (BAS) is a key indicator used to assess the impact and perception of a brand among consumers. Designed…
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AIThe Market Responsiveness Index (MRI) is a strategic measurement tool used to assess a brand’s relevance and impact within its […]
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In today’s data-driven marketing landscape, brands are often fixated on Customer Acquisition Cost (CAC). But what’s the point of knowing how much…
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Today's companies need to constantly evaluate their performance in order to stay ahead. A key indicator, often overlooked, is Acquisition Value (AV).…
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Marketing mix modeling (MMM) can be seen as an evolution of traditional marketing analysis, adapted to the complexities of today's data-driven, digital…
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At a time when data is at the heart of decision-making in many sectors, the importance of statistical analysis tools has never…
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The Bass diffusion model predicts the timing of new product purchases by assuming that the probability of purchase depends on the number…
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AIMarketing Mix Modelling (MMM) is a statistical analysis method that enables companies to measure and optimize the impact of their […]
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The world of modern marketing is increasingly data-driven, making performance measurement and optimisation essential to success. This section takes you to the…
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