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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Changing the Twitter conversation (again)

(Originally posted on Medium.) Earlier this week Shira Ovide made the argument that, despite the negative sentiment around Twitter in both tech and finance circles and some unexplained deceleration, their sales growth is cause for optimism: How unusual is Twitter’s revenue clip? Out of more than 100 technology companies with at least $2 billion in…
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Measuring marketing value through incrementality experiments

Last week Google released CausalImpact, an open-source r package that both improves and simplifies incrementality analysis of time series data. For marketers who do not always have the luxury of A/B tests but still want to be data-driven, this package should be a core part of the toolkit. Based on original research, the model establishes what’s called a…
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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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