Modelling, Model Architecture, and Model Quality

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar ()
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Sascha Stürze: Analyx GmbH
Markus Hoyer: Analyx GmbH
Claudio Righetti: Analyx GmbH
Matthias Rasztar: Dr. August Oetker Nahrungsmittel KG

Chapter 6 in Agile Marketing Performance Management, 2022, pp 51-58 from Springer

Abstract: Abstract “Garbage in—garbage out” naturally also applies to analytical marketing optimisation. Therefore, utmost attention should be paid to the selection of the right data (see Chap. 10 ) as well as to a meaningful validation of the underlying statistical models. Marketing decision makers have to also ask their service providers the right questions for this purpose.

Date: 2022
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DOI: 10.1007/978-3-658-38053-3_6

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