Your Marketing Models Can’t Predict Outcomes of Your Actions
A hybrid approach in marketing analytics combines prediction and intervention effects, improving decision-making.
As a marketing analytics lead in the fintech sector, I've noticed that our models often fail to answer the crucial question: "What happens if we do X?" This gap leads to wasted marketing budgets, as current models focus on historical data rather than potential outcomes of interventions. A hybrid approach combining probabilistic models with causal machine learning could bridge this gap and enhance decision-making.
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