Six ways to transform data into insights when measuring marketing ROI

This article posits that a mindset change is necessary to help ROI modelling become effective, using six strategies that include elastic nets and machine learning to transform data into insights.

Six ways to transform data into insights when measuring marketing ROI

Rex BriggsMarketing Evolution

Marketing Effectiveness

This article is part of a series of articles on marketing effectiveness. Read more.

Rex Briggs of Marketing Evolution explains that, for ROI modelling to be truly effective, we need to make changes at the system as well as the mindset level. Enter the ROI BrainTM, which uses elastic net and other machine learning approaches to transform data into insights in real time and at the individual level.

Over the past decade, the rate of advancement in the amount...

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