Best Practice Report

Analyzing Analytics: Measure The Impact Of Customer Analytics To Prove Its Value

June 22nd, 2018
With contributors:
Srividya Sridharan , Christian Austin , Aldila Yunus

Summary

Customer insights (CI) professionals may be great at building predictive models, but they often struggle to prove these models’ value to the business. CI pros must employ tried-and-true evaluation tools like confusion matrices, cumulative gains charts, and test-and-control methods to select models and assess their performance. This report gives CI pros a framework for quantitative and qualitative performance measurement to measure both the effectiveness of their analyses and overall business impact.

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