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


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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