Great read. Quick question on the trial/engagement section. You mention not to directly relate trial and engagement metrics to revenue and write “We know the data is predictive when corporations provide relevant KPIs and commentary that directly relate to these trial and engagement metrics”. Could you please give an example for the relevant KPI/commentary part? Thanks
Thanks, that’s a good question. I’m referring to company financial reports, which provide non-accounting figures as part of their disclosure. For example, some public internet companies would report number of visits or number of visitors to the website. Clickstream data would be predictive of those metrics as it’s a closer match between the input (clickstream data visits) and target variable (visits). By comparison predicting revenue as the target variable with clickstream visits data would be less predictive because there are more factors in revenue.
Maybe a good future article exploring mappings of common alternative data metrics to relevant KPIs?
Great read. Quick question on the trial/engagement section. You mention not to directly relate trial and engagement metrics to revenue and write “We know the data is predictive when corporations provide relevant KPIs and commentary that directly relate to these trial and engagement metrics”. Could you please give an example for the relevant KPI/commentary part? Thanks
Thanks, that’s a good question. I’m referring to company financial reports, which provide non-accounting figures as part of their disclosure. For example, some public internet companies would report number of visits or number of visitors to the website. Clickstream data would be predictive of those metrics as it’s a closer match between the input (clickstream data visits) and target variable (visits). By comparison predicting revenue as the target variable with clickstream visits data would be less predictive because there are more factors in revenue.
Maybe a good future article exploring mappings of common alternative data metrics to relevant KPIs?
Makes sense, thank you. And yes a future article on that would be great. Also interested in google trends as well.