Knowing Your Customer through Analytics and ML

This is my recurrent presentation on the importance of using Machine Learning and Analytics to improve your product’s marketing strategy given yearly at the University of Southern California Marshall Graduate School of Business’ Marketing and Decision Making Course.

Here is a summary of the presentation:

“Marketing Analytics is multi-layered. It takes combining the powers of Data Storytelling, Marketing, Analytics and Human-Centric Design with an understanding of the Behaviors of your Customer Base, a sense of your product's Market Fit and Access to Good Data that can be collected using Surveys and measured against your company's KPIs. Throughout it all, it is important to Beware of False conclusions drawn from bad statistics!

As said by Mark Twain, “There are three kinds of lies: lies, damned lies, and statistics”. Make sure the story you present to your company's executives and decision makers is consistent with the reality of your user based.”

The slides to the presentation is here.