Stephen H. Yu
Stephen is president and chief consultant at Willow Data Strategy.
Personalization Is Not About Product, Channel or Brand
Creating golden records is not something for which you just turn on AI-based software and call it a day.
14 Ways Brands Can Put One-to-One Marketing Back to Work
Understanding both 'action' (what you did) and 'reaction' (what recipients did in response) is key.
Transaction Data Is the Most Powerful Predictor of Future Behavior
Performance Marketing
Knowing which questions to ask is key to accessing "clean" purchase information.
Not All Data Types Are Equally Useful
Personalization isn’t just an option for modern-day marketers, and effective personalization starts with customer data.
Marketers Should Use Modeling to Compress Large Data into Small Answers
Analysts need to provide answers to questions, not mounds of data.
Why Data Presentation Needs to Be Digestible and Insightful
Data presentation is all about cutting down the noise.
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.
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.
Why Data Scientists Must Act as Mediators and Translators Between IT and Marketing
Analysts must reconcile teams that can sometimes seem to be speaking different languages.
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 [...]