Profitability decisions can go wrong when allocated fixed costs, committed spend, organizational capacity, and portfolio effects are mistaken for avoidable economics.
Acquisition, retention, and unit economics are different stages of the same customer cash-flow system.
Upper-funnel media can be under-credited or over-credited when MMM relies too heavily on revenue alone. Long-term contribution should be tested through lag and decay sensitivity, model stability, incrementality evidence and the intermediate demand signals media is expected to move.
In this article I compare my AI High Value Audiences (AI HVAs) to lookalike (LAL) audience methods like those used by Meta, several other platforms and some advertising agencies (WPP, RAPP and IPG). I identify high value Telco audiences for CLV (Customer Life Value) as the main business KPI. The article closes with a guidance on AI HVAs deployment on Marketing Platforms.
This is how a modern customer segmentation looks like.
The Next Generation AI for Customer Segmentation and Brand Performance
We start by diving into one of the most important pillars of a successful AI Strategy.