The power of data storytelling and the importance of the human touch in predictive modelling
How TikTok is using predictive models to improve satisfaction, reduce churn and inform wider business decisions
01/25/2024
Predictive models can be used to improve satisfaction, reduce churn and even inform decisions in the wider business. These models, however, are only as good as the data they are based on. This means that to get the most value from their models, practitioners must understand their limitations and not become overdependent on them.
Speaking during All Access: Predictive CX, Sarah Norman, team lead for enterprise at TikTok and Senior Fellow at the Wharton School, shares best practices for predictive modelling and her approach to data storytelling, based on customer insights and stakeholder needs.
