Perspectives on analytics, data science, machine learning, and the reality of building intelligence into organisations — from the front lines, since 2018.
Traditional RFM misses an entire class of high-potential customer. The RFMC framework surfaces them — and changes everything about how you think about loyalty.
RHYTHM (Responsive Hybrid Yield Tuning for Habitual Money) keeps the discipline of SIPs but tunes allocations weekly using forecasts, LSTM models, and backtests — outperforming plain SIPs by 25–30%.
Unlike expensive predictive models for specific objectives, the RFM framework can be utilised for multiple marketing goals simultaneously — making it the true Swiss-knife of digital marketing.
Using NLP on public Twitter data from Indian Telcos (Airtel, Vodafone, Jio, Idea) to analyse sentiment, robotic vs human responses, and communication strategy across customer care handles.
Global corporations make gigantic mistakes through blind outsourcing of analytics. Generalists given the responsibility to manage analytics find it very convenient to outsource everything.
Nokia CEO: We did not do anything wrong, but somehow we lost. Analytics is neither pure business nor pure technology — it is an art. Let analytics artists paint your roadmap.
The most ironical fact is explaining what it means to be a data scientist to people who still think it is just a version 2.0 of a reporting analyst.