How marketers can increase quantity of quality using customer lifetime value

(Originally posted on Medium.) Customer lifetime value has been an interest of mine for several years: cohort and survival analysis, revenue models, unit economics, and innovation through experiments. It is a fascinating space populated by smart people publishing new findings built on decades of research originating, in part, from database marketing thought leaders. But while the academic research…
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The hockey assist and what digital marketers can learn from sports analytics

(Originally published on Medium.) While Moneyball was a critical success it also made sports analytics more accessible to the general public. Digital marketing is not likely to see similar box office success but practitioners can learn a lot from the adoption of analytics in sports — the history and evolution of different measures, the emotional reactions, the continued…
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Digital attribution as a means to an end

(FYI: cross-posted on Medium in response to A Case for Ambiguity in Data-Driven Marketing.) Until we are studying motivations, even as we frame our tests in the context of generating the revenue that keeps our companies or clients afloat, we are condemned to do our work amidst the uncertainty of an infinite array of possibilities for why our campaigns…
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Predictive analytics, five years later

This week I am at Predictive Analytics World Boston to learn from leaders in statistics, data mining, and related analytical disciplines. Much has changed since I attended the inaugural PAW conference over five years ago but many of the core challenges and techniques remain the same. While it’s clear that demand for predictive analytics has increased significantly over the last several years—measured in part…
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Analytics and digital decision makers in marketing

HBR sums up the trajectory and redefinition of Analytics, the capital-A version: Analytics, once a back-of-the-house research function, is becoming entwined in daily strategy development and operations. Executives who were pioneering early digital marketing teams 10 years ago are advancing to the CMO office. Already wired for measurement, they are often amazed at the analytics…
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Mixpanel and the market for startup analytics

Mixpanel launched Revenue Analytics today. For a long time, Mixpanel provided a very generic event-tracking system, allowing customers to centralize tracking across systems and channels. But over the past year, their product development has accelerated: Retention 2.0: basic cohort analysis capabilities and visualizations (Jan-12) Flow: a free tool for path analysis (Apr-12) People Analytics: drill down to individual user actions…
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