Customer Data & Analytics Blog

Common algorithms in marketing: Decision trees

Janet Wagner | 3 minute read

Organizations that have incorporated machine learning (ML) into their platforms (or plan to) are finding that there are many decisions to be made when it comes to models and algorithms. One of those decisions is which algorithms should be used for which applications. Decision tree algorithms are commonly used in marketing. This post highlights some of the advantages and disadvantages of decision trees. This post also includes a few examples of how decision tree algorithms are used in marketing.

Topics: machine learning

The importance of alignment for ABM success

Chuck Leddy | 3 minute read

Account-Based Marketing, or ABM, is a B2B strategy that deploys the most effective marketing tactics to engage key stakeholders in targeted accounts. According to What Is Account Based Marketing, Why You Should Adopt It, And How, “ABM doesn’t just call for alignment between sales and marketing teams – it forces teams to align because personalization at the account level requires sales and marketing to be in sync on account-specific messaging.” The result of such ABM-driven alignment? Higher marketing and overall ROI in a shorter time.

Topics: ABM

How to rev up your revenue engine

Ariella Brown | 3 minute read

Revenue Ops opens the way for marketing and sales operations to transform their funnel and scale their customer interactions. As a result of getting these different departments aligned to operate as one machine, businesses are able to anticipate and effectively meet their customers’ needs and expectations, using agility to successfully scale up.  

Topics: Revenue Operations

How to inspire customer-centrism within your organization

Chuck Leddy | 3 minute read

Every organization says it’s customer-centric. Yet building a culture of customer-centrism is a massive undertaking because everything a company does, from product design to packaging to after-sales service to website design and beyond, shapes the customer’s overall experience. You can have the best marketing campaign in the world, but nothing ruins a customer’s experience faster than a badly-designed product or a late delivery. 

Topics: customer centric marketing

Machine learning can help companies avoid the commodity trap

Janet Wagner | 3 minute read

Marketing teams at any company can fall into the commodity trap- where the competition for products and services are based solely on pricing. And many companies specialize in selling commodity products, making it all the more difficult for their marketing teams to avoid falling into the commodity trap. Today, however, companies selling commodity products have access to a wealth of data- data that often contains information about customers, manufacturing processes, operations, logistics, and worker expertise.

Topics: machine learning