Which is better – deterministic data or probabilistic data? It’s a trick question because the answer is “both.” Even Google – whose first-party cross-device logged in user base likely trumps anything ...

This article is sponsored by Eyeota. The United States stands alone when it comes to its insistence on a predominantly deterministic approach to data-driven marketing. Because of that, the ongoing ...

Cross-device tracking is the latest Holy Grail of digital advertising. At stake is the marketer’s ability to recognize the same consumer when he or she interacts with a brand, whether that interaction ...

Cramming AI into your deterministic operating model Is a recipe for failure.

New AI agent capability delivers instant, audit-proof answers to any GTM questions grounded in governed revenue data ...

Do you know the difference between probabilistic and deterministic audience data — and how people are using these different types of data to build more effective marketing and advertising programs?

The American Association of Petroleum Geologists president promotes wider reliance than exists now on probabilistic methods of estimating oil and gas reserves. Oil and gas reserves calculations can be ...