The Investigations
Cases, models, and the questions behind them.
Each investigation follows the same structure: a question, a hypothesis, the data, the analysis, the decision, and the outcome.
- № 01
The £2 Million Marketing Mistake
A fictional retailer spends heavily across paid search, social and email. Which channels actually caused the growth?
Marketing Measurement12 minPythonPyMCMeridianRead → - № 02
not all customers are equal
a subscription business treated every customer the same. the top 8% were paying for the other 92%.
Segmentation11 minpythonscikit-learnlifetimesRead → - № 03
who will leave next?
a telco was firefighting churn after it happened. a propensity model moved the fight forward by 90 days.
Propensity Modelling12 minpythonlightgbmshapRead →