Most successful companies invest in marketing. Marketing budgets are utilized differently depending on factors such as industry and company goals, and results are contingent on how well an ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ellen Houston, director of applied data ...

Michael Firn is a product manager at Vidora, where he works closely with both Vidora's data science team and Vidora's Fortune 500 partners such as Walmart, Discovery, and Realtor.com to help business ...

With constant pressure to reduce costs, marketers often rely on email as an easy and cost-efficient channel through which they can target their entire customer base with offers and promotions. Unlike ...

Market Relevance: Overall, Uplift modeling has had the most success in the areas of large volume B2C organizations in the financial services, telecommunications and retail industries, with ...

To effectively reach the most persuadable groups of customers, retailers need to embrace new approaches to analytics and marketing. Uplift modeling can help businesses gain focus on the targets that ...