Portrait of Stephen H. Yu

Stephen H. Yu

Stephen is president and chief consultant at Willow Data Strategy.

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Personalization Is Not About Product, Channel or Brand

Data Management

Creating golden records is not something for which you just turn on AI-based software and call it a day.

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14 Ways Brands Can Put One-to-One Marketing Back to Work

Data

Understanding both 'action' (what you did) and 'reaction' (what recipients did in response) is key.

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Transaction Data Is the Most Powerful Predictor of Future Behavior

Performance Marketing

Knowing which questions to ask is key to accessing "clean" purchase information.

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Not All Data Types Are Equally Useful

Performance Marketing

Personalization isn’t just an option for modern-day marketers, and effective personalization starts with customer data.

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Marketers Should Use Modeling to Compress Large Data into Small Answers

Data

Analysts need to provide answers to questions, not mounds of data.

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Why Data Presentation Needs to Be Digestible and Insightful

Data & Insights

Data presentation is all about cutting down the noise.

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In Data Analysis, the Right Answers Come Only From Asking the Right Questions

Performance Marketing

How data analysts and decision makers can better adjust to understand one another.

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An Election Lesson: How to Eliminate Emotional Factors From Predictive Analytics

Performance Marketing

Election polling errors show why data models need to reach beyond human surveys.

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Why Data Scientists Must Act as Mediators and Translators Between IT and Marketing

Performance Marketing

Analysts must reconcile teams that can sometimes seem to be speaking different languages.

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The Biggest Obstacle to Personalization Is the Creative Element

Performance Marketing

In a world where everyone is exposed to constant marketing through every conceivable media channel every day, messages that are not relevant to the target will be utterly ignored. And [...]