Review on Analytic Partners Marketing Mix Modeling by Colin Watkins

I was really impressed by their ability to help me create models that captured my target customer's behavior patterns to better understand how they make buying decisions in our verticals and identify gaps that are hurting us. They also helped us develop new sales approaches and segmentations for key accounts. Their team has an incredible technical skill set which made it easy at times to communicate back-and-forth ideas. It would be great if we could incorporate more behavioral data into future projects! We were looking to use predictive modeling to build out some custom segments or insights that didn’t exist in existing datasets from 3rd party providers. This allowed our analysts to work closely with our customers as opposed to just having them fill out forms.