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Advanced performance marketing topics
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Module 8
Leveraging Predictive Analytics for Performance
1
Understanding Predictive Model Outputs
Interpret the outputs of common predictive models (e.g., conversion probability, churn risk).
2
Measuring Model Value: From Metrics to Business Impact
Evaluate a model's business value by interpreting performance metrics (e.g., precision, recall, AUC).
3
Churn Scores to Retention: Strategy & Brief
Translate churn risk scores into a targeted retention strategy and campaign brief.
4
Understanding Customer Behavior with Feature Importance
Use feature importance outputs from a model to understand the key drivers of customer behavior.
5
Balancing Predictive Models with Human Judgment
Assess when a predictive model is reliable versus when human judgment and business context are needed.
6
Predictive Analytics Project: Business Case & Brief
Formulate a business case and project brief for commissioning a predictive analytics project.
7
Critiquing Data Science Deliverables: Business Impact
Critique the deliverables of a data science project, focusing on the business implications of the findings.
8
Assessing AI Marketing Tools: Predictive Model Fit
Evaluate the strategic fit of AI-powered marketing tools based on their underlying predictive models.
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Customer Value and Segmentation Strategy
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Strategic Channel and Bidding Management