Time to let your AI out of the box?

Why predictive models are not enough for decisioning in marketing.

Marketers have typically used a type of machine learning (ML) called supervised learning to build predictive models. These models are used for applications like churn prediction, category affinity, cross-sell propensity, and next best offer. In this white paper, we explain how predictive models need to be supplemented with reinforcement learning (RL) models for decisioning.