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Jaywing launches neural net-powered Archetype predictive engine for non-technical marketers
The UK-based marketing firm says the new engine has greater accuracy and flexibility than standard prediction tools.
It’s getting difficult to remember back to the time when marketers didn’t have prediction engines that could forecast if this person or that company would become a customer.
Nowadays, predictive analytics of many kinds are standard tools. But they could be better, says UK-based, data science-based marketing agency Jaywing, which has released a new neural net prediction engine that is designed for non-technical marketers.
It’s called Archetype, and Jaywing says that it has demonstrated a 10 percent greater accuracy in predicting financial services fraud — such as fraudulent credit card applications — than standard models. The engine is designed for marketing, credit risk and fraud detection.