Reader Mail

I recently received feedback from a professional ... "We're using AI to reactivate customers, it works well, we're seeing a 10% lift in performance!"

Yeah, it sounds reasonable to celebrate how these customers are performing in the short-term. I get it. 

I wonder if the dude even knows "who" exactly he is reactivating? Is he reactivating somebody who is going to pay him back over time, or is it yet another case of giving away 50% off to seduce a transactional customer via AI?

I'd think you want to know "who" is buying from you, right? The more digital our businesses get, the less y'all seem to know about "who" is choosing to buy from you.

Contact me (kevinh@minethatdata.com) if you want to learn more about the analysis project I'll be releasing later this week.