It’s getting difficult to remember back to the time when marketers didn’t have prediction engines that could forecast if this person or that company would become a customer.
Nowadays, predictive analytics of many kinds are standard tools. But they could be better, says UK-based, data science-based marketing agency Jaywing, which has released a new neural net prediction engine that is designed for non-technical marketers.
It’s called Archetype, and Jaywing says that it has demonstrated a 10 percent greater accuracy in predicting financial services fraud — such as fraudulent credit card applications — than standard models. The engine is designed for marketing, credit risk and fraud detection.
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