John Colias is an expert in Advanced Analytics and Generative AI. Below is a collection of blogs he has written.
With all the hype and hoopla over generative AI, we decided to do some experimental work to see how well ChatGPT-4 performed versus Decision Analyst’s Deep Learning Model, a multi-layer neural network classification model. The task we chose was to assign codes to the responses from an open-ended question. We learned that we have some work to do.
How would one develop a branding model using text data and deep learning methods? What steps would one take to build such a branding model based on both structured data and unstructured textual feedback from customers? What kind of modeling techniques could be used?
Replicating actual market decisions in a survey choice task is an important design goal. However, given that survey respondents have moved to devices with smaller screens, it has become increasingly difficult to accomplish the goal of realism. For this reason, a summary of the most important elements of realism becomes critical, so that the choice task design can focus on incorporating only these most important elements.
Marketing Mix Modeling has been an important tool to assist firms in optimizing the allocation of budget to various types of media. In recent years, the digital component has grown out of proportion to more traditional media channels. As a result, digital advertising and the use of influential messaging has grown, and marketers are considering allocating new levels of spending on digital media.