Predictive models are powerful tools for making smarter marketing decisions, but as with any model, the details matter. One common consideration is whether to include source as a variable. At first glance, it makes sense since different audiences generate different types of leads. But when predictive values are used not just for reporting, but for network optimization, including source as a variable can introduce risks that undermine campaign performance.

Our client nearly quadrupled customer volume and monthly recurring revenue, proving that maintaining cash flow is possible while scaling.

How we helped a late-stage SaaS startup achieve 100% annual growth over multiple years be acquired for $500M.