Dancing at Google’s sound

The other day I was doing a presentation about machine learning applied to attribution models and the issues of standard attribution models: They are not based on a model that tries to represent a reality, with the higher level of certainty as possible, but on a completely discretionary decision (normally from a HIPPO, Highest Paid Person Opinion). Since they are not trying to represent the reality but to define a criteria to standarize the measurement, all the information that flows from them (Acquisition Cost, repayment period, etc) is wrong. So basically, you will be making your marketing decisions based on wrong premises. Meaning that

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This is what you have to know about artificial intelligence

Last week I was invited to Webcongress Colombia to talk about the future of Data and how Data can transform the world. It was more than 1,300 professionals expecting to talk about the latest advances in technology. Most of the people I was talking with was really optimistic about what a computer can, or can’t do. My normal answer is “Computers are stupid and bureaucratic at creating but great repeating things, while humans are fabulous creating but very clumsy at repeating things”. As I wrote in my book Meta Analytics, repetitive activities become transparencies for humans, so at some point we can’t identify mistakes that are not

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