How Weather Forecasting Can Teach Marketers to Calculate Lifetime Value

The challenge, in the past, has been that integrating those datasets requires careful, manual, data cleansing then extensive work building relationships between the data that are meaningful and allow the identification of individual customers as they travel across the different multichannel touchpoints of your marketing efforts. Not so anymore. Yes, there still needs to be careful data wrangling, but we have a more powerful toolkit to bring to the table to create connections and associate meaningful insight at the customer level: machine learning. Here Come the Robots Typically talked about as the underlying methodology for particular types of AI, machine learning allows a brute force solution to the problem of aligning disparate data sets into a meaningful relationship so statistically significant outcomes can be derived from them. Put bluntly, we…


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