Backasting

Posted on Posted in Analytics Strategy, Business, Design Thinking, Strategic Analytics

Backcasting is a fantastic technique. It was invented in Canada. You’re welcome to use it. If it sounds like forecasting – well – that’s because it’s kind of like forecasting. With an important difference. That wikipedia page says: Whereas forecasting is predicting the future (unknown) values of the dependent variables based on known values of the independent variable, backcasting can be considered the prediction […]

The Marketing Science of Data Science of Marketing Science

Posted on Posted in Artificial Intelligence, Business, Machine Learning, Marketing Science

Earlier in the month, I dined under the space shuttle Endeavour with some of the best minds in marketing science. One mind remarked: “That’s why I bring a glossary with me, oh, you want to do supervised learning? Oh you mean regression? Oh, okay, now we can talk… We’ve been talking to managers about these […]

Goal Formation

Posted on Posted in Business, Data Driven Culture, Data Science, Decision Neuroscience, Design Thinking, Economics, Machine Intelligence, Technology

Bart Gajderowicz delivered a great talk at Machine Intelligence Toronto about how people go through stages in accomplishing a goal [1]. The talk was about homelessness and AI approaches to public policy. I instantly saw a connection to all sorts of tensions that people endure when they set out on a goal. To distill the […]

Still in the Trough: Holiday VR Figures

Posted on Posted in Business, Decision Neuroscience, Technology, Virtual Reality

Previously, I argued that you should look at the Q4-2016 VR sales figures closely and then make decisions about whether to jump in. Some figures are in. SuperData Research, a technology research firm, estimated that Oculus had sold 360,000 headsets and HTC 450,000 since their products went on sale in March and June, respectively. Both […]

How Data Driven Cultures Tackle CAC

Posted on Posted in Analytics Strategy, Business, Data Driven Culture, Marketing Science, SaaS

Assume that you’re a founder of a tech startup. Assume that you’ve achieved product-market-solution fit. You’ve nailed it. Time to scale. Many founders are great at sales. But not all founders are great at marketing. And that’s a bit of a problem because of three letters: CAC. The Customer Acquisition Cost CAC is the ratio […]