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The advertiser’s data sharing dilemma
Paul Fagan | November 17, 2023
Marketing leaders grapple with the challenge of optimizing revenue through data-driven strategies while protecting against data misuse and privacy breaches. To navigate this, this article outlines four principles to handle this complex trade-off.
How are leading marketers using first-party data to drive business results?
Paul Fagan | October 12, 2023
Inspired by a recent paper by Meta and Deloitte, this article discusses the importance of first-party data in a privacy-first world and how marketers are using it to improve ad targeting, personalisation, and measurement. It also provides recommendations on how to enable these use cases and a case study of a fashion brand that successfully used first-party data with the help of analytic partner.
The case for pLTV in user acquisition
Noy Rotbart, Rohit Sharma | November 8, 2022
Here's how you can determine if your business case lends itself well for predictive LTV to improve your ad spend.
Predicting churn - or predicting what you can do about it?
Brian Brost | September 26, 2022
Excessive churn is perhaps the greatest threat to the healthy growth and profitability of any recurring revenue company. More precisely, the real pain point occurs when your customer acquisition cost is greater than their lifetime value (LTV).
Early LTV predictions - 5 pitfalls you want to avoid
Christian Hansen | September 23, 2022
This article is about some of the pitfalls of early lifetime value (LTV) prediction that should be avoided to get the most out of value-based event optimization or value-based-bidding strategies provided by companies such as Meta, Google, or TikTok.
Computing a churn curve in your BI system
Noy Rotbart | September 19, 2022
A churn curve is a handy tool to evaluate your churn in different cohorts/periods. BI tools are not great at collecting time-based data, such as subscription periods, and unifying them. This tutorial will demonstrate how to use a BI tool to arrive at a fully filterable churn curve. We choose PowerBI in this demo.