How to align data suppliers

July 26, 2019

Garbage in, garbage out. Its a universal rule. But the
problem with marketing data analytics is not usually
that the numbers are rubbish. More often its a question
of the data being in the wrong form, inconsistent
from one period to the next, aggregated when it should
be raw, or simply not relevant to the activities you want
to model. Time and effort spent specifying exactly
what is needed is a key part of any investment
in marketing effectiveness modelling.
And if experience teaches us anything,
it is that cutting corners or making
unjustified assumptions at this early
stage is likely to prove an expensive mistake
in the long run.

Spotlight

Makro Llc

MaKro LLC is a stand-alone predictive analytics company that was spun out of Alliant Insurance Services, a KKR portfolio company. MaKro has created the gold standard in bespoke global credit, political, sovereign and economic risk ratings using proprietary algorithms and macroeconomic models and MaKro's unrivaled access to both public and private data.

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Spotlight

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