Five Laws of Modeling 99% of Marketers Violate (Podcast)

If you want ROI, stop "statistical modeling" (or driver analysis) and start causal AI. It's not obvious when data science recommendations are wrong. Plausibility is not a good test, nor is "trying the recommendation" a reliable test. If you don't know the truth, you can't see the failure. Because of this tragedy, billions of dollars are wasted around the world on bogus analysis. Even if your modeling partner has a Ph.D. and eloquently assures you that his work is state of the art, after reading this article, you will know better - even if you are "just" a marketer. And you will know how to do it better: Let's go.