Tobi challenged marketing’s fixation on prediction. He has built highly accurate LTV models, but accuracy alone does not move revenue. Marketing is intervention. Correlation shows patterns; causality tells you what happens when you pull a lever. That shift reshapes experimentation, explains why dynamic allocation can outperform static A B tests, and highlights how self learning systems can backfire or get stuck in local maxima.More
Tag Archives: predictive modeling
200: Matthew Castino: How Canva measures marketing
Matt leads the measurement function at Canva, he reshaped measurement so centralized models stayed steady while embedded data scientists guided decisions locally, and he built one forecasting engine that finance and marketing can trust together.More
163: Danielle Balestra: Building AI and martech stacks inside regulated enterprise is more rewarding than startups
Beyond all that regulatory red tape and the perception of inertia, martech in regulated enterprise can be a ton of fun and provide the balance that tech startups just can’t. Vendor selection, proof of concepts, team structures… everything takes a unique form that requires you to become an internal business consultant, despite being a FT employee. More
153: Sundar Swaminathan: How Uber measures the ROI of marketing according to their former Growth Marketing Data Science Lead
After leading Uber’s Marketing Data Science teams, Sundar shares insights that work for both tech giants and startups. Beyond uncovering that Meta ads generated zero incremental value (saving $30 million annually), they mastered measuring brand impact through geo testing and predicting LTV through first-week behaviors. Small companies can adapt these methods through strategic A/B testing and simplified attribution models, even with limited sample sizes. More
88: Tamara Gruzbarg: A hybrid approach to CDPs, white box predictive modeling and AI as a human in the loop system
A rich exploration of the future of AI in marketing and the evolving landscape of CDPs, offering actionable insights that stress the need for human ingenuity and flexibility in today’s market.More