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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Auto-Bid : when AI takes control of advertising bids
In today’s hyper-competitive digital advertising landscape, optimizing ad bids is a constant battle. Auto-bidding—automated bidding powered by artificial intelligence and machine learning—has…
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Auction: the invisible war redefining digital marketing
Digital marketing is no longer just about creativity and targeting. Behind every ad impression lies a silent yet critical battle: the advertising…
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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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ALBERT: The AI that drives your marketing campaigns like a digital strategist
Digital marketing has become a highly fragmented ecosystem. Between Google Ads, Facebook, TikTok, email marketing, SEO, and programmatic advertising, brands juggle dozens…
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Intelligent Agents : the software that makes decisions for us
This digital age is no longer defined by simple programs executing predefined tasks. Today, we are entering a world where intelligent agents…
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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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Why Sentiment Analysis is the Future of Customer FeedbackPourquoi l’analyse de sentiment est l’avenir des retours clients
In today’s hyper-competitive market, businesses are no longer solely focused on delivering products or services—they must also deliver customer satisfaction at every…
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STP Marketing: Segmentation, Targeting and Positioning — Complete Guide
The STP model (Segmentation, Targeting, Positioning) is the cornerstone of modern strategic marketing. Discover the 4 types of segmentation, targeting strategies, positioning…
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Unleashing business growth through predictive analytics: a data-driven approach
A recent study, published in the International Journal of Frontiers in Engineering and Technology Research by Oloruntosin Tolulope Joel and Vincent Ugochukwu…
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Knime: The data analysis engine for marketers
The ability to exploit and interpret data effectively has become a real asset. With an overabundance of information, the demand for high-performance,…
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Using artificial intelligence to define strategic marketing objectives
"Harnessing Artificial Intelligence to Develop Strategic Marketing Goals" by Anjorin, Raji, Olodo, and Oyeyemi offers a comprehensive framework for integrating AI into…
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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 essential tools of statistical analysis: A guide to modern data interpretation
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 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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