Loyalty Is Not a Feeling. It Is a Probability.
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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Customer Lifetime Value Is No Longer a Metric. It Is the Marketing Operating System.
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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Why launch forecasting still needs its old equations: Parfitt-Collins, Fourt-Woodlock and Bass in the age of always-on marketing
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 4.0: when AI, hyperlocal and ethics redraw the playing field
AIJune 2025. Studies are falling like storm drops on dry ground: they confirm a major shift in marketing practices. Gone […]
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MMM – Marketing Mix Modeling: measuring, optimizing and predicting marketing performance
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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Acquisition value : the underrated KPI that shapes brand profitability
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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Adversarial Attacks : when AI gets hacked by its own data
AI has become a key ally for businesses, governments, and even content creators. But behind its technological prowess lies a critical weakness:…
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Book “Machine Learning for Business Analytics”
‘Machine Learning for Business Analytics’ by Galit Shmueli, Peter C. Bruce, Kuber R. Deokar and Nitin R. Patel is a comprehensive and…
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Marketing Mix Modeling: Combining Creativity and Data-Driven Optimization
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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The evolution of Real-Time Bidding (RTB): A collection of documents
In the ever-changing landscape of digital advertising, Real-Time Bidding (RTB) has emerged as one of the most transformative technologies. This process enables…
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Introduction to the Operational Marketing and Execution Section
Operational excellence in marketing is the key to distinguishing market-leading brands. This section guides you through best practices and innovations in marketing…
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