Is your model not predicting as well as it used to? Identify and address model degradation

Is your model not predicting as well as it used to? Identify and address model degradation

You’ve designed and built a machine-learning model that predicts customer demand for one of your most popular products, at different prices. The model is extremely accurate––leveraging years of historical data on sales, customers, seasonality, and other variables. Therefore, the decision-makers in your organization are excited to start implementing it to enhance their targeting and improve their ROI. However, because they operate in fluid environments, machine-learning (ML) models require continuous monitoring to maintain their predictive power. This article will explain why models become less accurate over time, how you can track their performance to determine when they need to be updated, and strategies for addressing model degradation.  What is model degradation? Organizations use machine learning for artificial intelligence (AI) and to discern patterns within large amounts of data. Given a sufficient data set representing the actionable population (AKA “training data”), a computer learns to recognize such patterns and can then make predictions about previously-unseen data. Despite the name, machine learning doesn’t constantly learn....
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Data-Driven Marketers, Welcome to the Next Normal

Data-Driven Marketers, Welcome to the Next Normal

As we head into August, a sense of normalcy is beginning to reign, at least here in Ontario. People are talking about returning to work and school, businesses are hiring again and international travel restrictions are easing. Beneath the surface, however, it is a brand new world - one where work-from-home and Zoom meetings will remain commonplace, where private businesses are asking for medical information (like vaccination status), where DEI committees are becoming table stakes and where fear continues as stories from around the world paint a bleak picture of the pandemic’s relentless onslaught. And in the world of data-driven marketing, disruption is no less evident. Radical digital transformation, a focus on online privacy protection, and changing customer behaviour have combined to create a new playing field for marketers - one where the rules are very different. Here are the changes we are tracking into the ‘Next Normal’: Digital transformation The online world has changed significantly; in just a few months, the already evident...
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CMAinsights II – August 24

CMAinsights II – August 24

The evidence that the pandemic began changing customer expectations almost immediately is overwhelming. In just a few months, the pandemic accelerated the already dizzying pace of digital transformation by 3-4 years (McKinsey), and has hastened the move towards a seamless digital customer experience. In amongst this rapidly evolving landscape, marketers and analysts alike are faced with creating a more personalized customer experience while navigating new technology, model performance degradation, a world without third-party cookies, and the impact of Mail Privacy Protection. Data and insights are a critical part of this evolution.  This digital shift provides us with unparalleled access to information about customers, and enables the orchestration of more impactful experiences; however, it also brings new scrutiny on data and how it is used as well as increased expectations. In this session, Emma Warrillow discusses how marketers can prepare for the ‘next normal’ and how your company can be sure its investment in data and analytics will pay off in higher revenue and...
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How to tell a compelling story (with data)

How to tell a compelling story (with data)

Data: It's one of the best of tools for email marketers; it's one of the worst of tools.  Apologies to Charles Dickens and A Tale of Two Cities, but we stole that opening line from the master storyteller himself because it helps us reframe the role that marketing data plays in helping you achieve your marketing goals. Data can support you for funding a technology overhaul, determine whether an email campaign succeeded or failed, tell you about your subscribers and customers and show skeptics how email boosts your company's bottom line. But the data by itself doesn't tell the story. You must give the numbers a relevant context – and that's where storytelling with data comes in.  As Trendline's Emma Warrillow points out in her blog post, "Making data memorable with storytelling," "Data-driven storytelling is an incredibly powerful tool for engaging stakeholders and inspiring action." Storytelling is a valuable tool, both within your organization and for communicating with customers. It connects people and data to...
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Welcome Emails 101

Welcome Emails 101

A Welcome Email is the first look subscribers have into a company’s brand. It should reflect the brand, thank the subscribers for subscribing, provide guidance as to what they can expect, and generate excitement for upcoming emails. Properly implementing the Welcome Email as a key element of your email marketing campaign avoids setting a negative tone for your subsequent sends. A well-crafted Welcome Email will likely be the most-engaged email in your program, so don’t waste this prime opportunity to make a positive first impression. Here are a few Do’s and Don’ts we recommend to help you create an effective Welcome Email. What to do in a welcome email: Make it timely. Be sure to send out the Welcome Email immediately after they sign up, before they receive any other emails. Make your subject line personalized and worthy of your brand. We’re not saying to simply use first-name personalization. Make the Welcome Email personal––personal to the brand, to the recipient, to...
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4 Steps every company should take to protect sensitive data

4 Steps every company should take to protect sensitive data

We live in a data-driven world. The data you collect, store, and use will shape your organizational strategy and provide new insights on how to best meet your customers’ needs. However, with great power comes great responsibility. Beyond the financial and legal risks, customers are demanding that the organizations they deal with handle their data ethically and that they do everything in their power to keep their sensitive data secure. In this infographic we share four basic things you can do to handle data safely and effectively and create a culture of security across your organization.   The organizations that excel in this area can create a competitive advantage by building trust and demonstrating that they are doing what is best for their customers. By making security the norm in your organization, you can get the most out of your data while ensuring customer information is protected. Big data is a company asset and 95% of C-level executives see data as integral to forming...
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What do your ESP metrics really tell you about your deliverability?

What do your ESP metrics really tell you about your deliverability?

Knowing the deliverability of your email campaigns is essential to understand how well it's doing. It also can be one of the hardest metrics to nail down. You might think you know your deliverability because you can look at the dashboard in your email service platform and see that 99% of your emails got delivered. That's your delivery rate – the percentage of emails that were received successfully by an email server or ISP.  However, that's not the same as your deliverability. Deliverability measures how successfully your email messages reach your subscribers' inboxes instead of being routed to their spam folders or getting blocked outright by an ISP's filters. That's an important difference because, for many subscribers, out of sight means out of mind.  The 2021 Consumer Email Tracker published by the UK's DMA found 46% of subscribers say they check their spam folders at least daily, and 11% say they check it at least hourly. What we don't know, however, is how...
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How ARC can keep forwarded emails out of spam

How ARC can keep forwarded emails out of spam

Email is the original social channel, thanks to email forwarding. We'll bet that the minute computer salesperson Gary Thuerk sent that famous email message to 400 prospects back in 1978, many of them forwarded it on to their friends.  Forwarding messaging is one of the most popular email activities. By 2015, 1 in 21 commercial messages was being sent on to other recipients. For email marketers, it also expands your reach and exposure without any effort on your part. Besides person-to-person forwarding, many email users also forward their messages automatically from one email service to another (from Gmail to Yahoo, for example) so they can read email from multiple email addresses in one inbox.  But a forwarded email can actually end up in the spam folder instead of the inbox. It all has to do with email authentication, which verifies that the senders and messages are legitimate. If your emails are authenticated properly, messages that get forwarded have a better chance of hitting...
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How Apple’s “Mail Privacy Protection” Changes Email Marketing: Part 2

How Apple’s “Mail Privacy Protection” Changes Email Marketing: Part 2

JULY 29 | 3 PM EST Live webinar | 1 hour Apple introduced new privacy features at its annual Worldwide Developer Conference last week, and the impact they will have on email marketing is nothing short of an earthquake. The Mail app in iOS 15, iPadOS 15, and macOS Monterey will now allow users to opt-in what they are dubbing “Mail Privacy Protection,” which will effectively break the “open rate” and all of the data that traditionally comes with it. Certain aspects of every email program are about to change. While the open rate itself has always been a flawed metric, it’s weaved into practically every aspect of email marketing, for better or worse. The fundamentals of email marketing are still the same with or without open rates. We don’t expect Apple to backtrack on any aspect of Mail Privacy Protection, so you should probably start getting ahead of it. Join Tammi Miller and Alex Williams in Part 2 of this 2-Part series. They...
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