Algorithm

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PERVAL consumer value scale

Why PERVAL still matters: the old consumer-value scale hiding in plain sight

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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 has built a formidable vocabulary around what people notice and what they do next. It is less confident when asked a simpler, more dangerous question: what did the consumer think the brand was worth?

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churn prediction with R

How to implement churn prediction with R

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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 be able to offer them a targeted retention package. In R, this problem is treated as a classification or class probability estimation task, since the objective is to predict a categorical variable (the customer leaves or stays).

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mmm Marketing Mix Modeling

MMM – Marketing Mix Modeling: measuring, optimizing and predicting marketing performance

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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 outcomes—such as sales, market share, or profitability. It is a statistical model, often based on multiple linear regression, that takes into account both controllable variables (advertising, promotions, distribution, pricing) and uncontrollable ones (seasonality, weather, economic trends, competition) to isolate the specific effect of each lever.

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AI is revolutionizing marketing

AI is revolutionizing marketing: opportunities and challenges in the digital era

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The article “AI-powered Marketing: What, Where, and How?” by V. Kumar, Abdul R. Ashraf, and Waqar Nadeem, published in the Journal of Information Management, explores how artificial intelligence (AI) is transforming the marketing landscape. The authors highlight AI’s transformative capabilities across various marketing functions, while also addressing the ethical and operational challenges of its integration.

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Tools and interpretation of statistics

Statistical tools and data interpretation : how decoding data like a pro !

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Whether in marketing, finance, or health research, statistics are no longer the exclusive domain of math experts. Today, they are essential for analyzing the present, forecasting trends, and guiding strategic decisions with accuracy.

Statistical tools and data interpretation : how decoding data like a pro ! Read More »

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Auction

Auction: the invisible war redefining digital marketing

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Digital marketing is no longer just about creativity and targeting. Behind every ad impression lies a silent yet critical battle: the advertising auction. Often perceived as a mere buying algorithm, this space is in fact a competitive battleground where brands and advertisers fight to capture consumer attention.

Auction: the invisible war redefining digital marketing Read More »

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Prix acceptable

The acceptable price : the subtle art of perception and value

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In an era where price transparency is expected and fierce competition prevails across every market segment, the concept of an “acceptable price” has become a central strategic concern for brands. But how can a price be set that is both sustainable for the business and perceived as fair by the consumer ?

The acceptable price : the subtle art of perception and value Read More »

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albert.ai

ALBERT: The AI that drives your marketing campaigns like a digital strategist

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Digital marketing has become a highly fragmented ecosystem. Between Google Ads, Facebook, TikTok, email marketing, SEO, and programmatic advertising, brands juggle dozens of platforms and thousands of data points. The question is no longer “How do we launch a campaign ?” but rather “How do we optimize it in real time, across all channels, without sacrificing performance ?”

That’s where ALBERT comes in — a cloud-native artificial intelligence designed to integrate, analyze, and manage your entire marketing stack.

ALBERT: The AI that drives your marketing campaigns like a digital strategist Read More »

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Agent-Based Modeling

Agent-Based Modeling : the simulation that predicts the unpredictable

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Why does a virus spread so quickly in some cities? How do crowds react in the face of a disaster? Why do financial bubbles suddenly burst?
These seemingly unpredictable phenomena can be simulated using a powerful approach : Agent-Based Modeling (ABM). Behind this name lies a revolutionary simulation method based on the interaction of thousands of autonomous agents to replicate complex dynamics.

Agent-Based Modeling : the simulation that predicts the unpredictable Read More »

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Adversarial Attacks

Adversarial Attacks : when AI gets hacked by its own data

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AI has become a key ally for businesses, governments, and even content creators. But behind its technological prowess lies a critical weakness: its vulnerability to adversarial attacks. These manipulative techniques exploit weaknesses in machine learning models by feeding them deceptive inputs designed to corrupt their predictions.

Adversarial Attacks : when AI gets hacked by its own data Read More »

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