A Short Guide to Marketing Model Alignment & Design

Marketing Models are neither just Statistics nor just Marketing, but a synthesis of the information sources creating a cohesive predictive system. If you’re looking for a book that talks about the “logic of marketing” and the “design of statistical models” in an integrated way to increase model accuracy and improve business profits, then this book was written for you.

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Praise for Marketing Model Alignment & Design:

“Your upfront emphasis on Marketing Model Alignment…aligning and balancing the business reasons and statistical reasons is refreshing…I believe many authors and colleagues frequently overemphasize the data-analytics technology (i.e., data science & engineering) processes at the expense of the need for alignment of business-marketing goals and analytics-modeling goals as the foundational context to achieving material incremental business, brand and customer value.”

Karl W. Lendenmann, President, DecisionTree Analytics & Services, North America

“I thought the section on Information Adequacy is very, very, relevant to the practitioners of everyday marketing analytics. This will be a great guideline book for the beginners and even for the advanced modelers.”

Gurkan Sener, Advanced Analytics Leader, Accenture

“I think the Information Adequacy section makes some really great points!”

Randy Bartlett, Author of “A Practitioner’s Guide to Business Analytics”, Blue Sigma Analytics

“Your book brings important and subtle marketing issues from the analytical subconscious into the intuitive forefront.”

Panagiotis (Panos) Ventikos, Owner, Delta Analytics

“Very practical and very real world”

Natalie Robb, Principal, Wavelength Analytics

“Really enjoyed the read.”

Chris Checco, Managing Director – Advanced Analytics & Monetization Solutions, Synchronoss Technologies

David Young has 25 years of experience in Marketing Modeling applied to Marketing Mix Modeling, Choice Modeling, Market Segmentation, Propensity Models, etc. He currently works as a Senior Group Director at Neustar in McLean, VA.  His current team of 10 modelers optimize about 2 billion dollars of annual advertising dollars across multiple clients. A native of the USA, he also lived in Madrid, Spain for ten years and speaks Spanish passably well. He’s an invited speaker at various Data Science venues.