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Profit immediately or loyalty for years? Machine learning in short- and long-term customer value managementProfit immediately or loyalty for years?
One of the key challenges for marketers is striking a balance between short-term gains and building long-term customer value. Is it worth betting on quick sales campaigns, or is it better to invest in building lasting relationships? The future of marketing lies in advanced predictive models and automation that will allow companies to maximize the potential of each customer.
Read moreWhy am I not getting the expected benefits from using AI in marketing?
Interest in the subject of artificial intelligence (AI) is not waning. The public is most excited about the achievements of so-called generative AI. However, it is worth remembering that AI is also more mundane models that, play a role in many business processes. However, it happens that they do not bring the expected benefits and their performance is sometimes disappointing. What mistakes can contribute to such situations and what can be done to avoid them?
Read moreHow to get out of the RFM trap
(R)ecency, (F)requenct, (M)onetary value is a classic of marketing analysis. We all know it. Many of us use it. Each of us understands it. But do we really? RFM analysis undoubtedly has many advantages, which is why it has been in use for many years. However, it is also worth learning about its disadvantages and limitations. In order to use it properly and not try to solve problems with it that it cannot solve.
Read moreWhat can I do to make customers more willing to read my emails? A guide to effective email marketing
Email marketing is one of the most important marketing communication channels. However, the challenge remains in maintaining the effectiveness of this channel. AI tools can help with this. However, before applying them, it is worth asking yourself where to start?
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