Explainable AI: Determining what data influences your KPIs

How many times have you asked yourself and your team, “which of my data is most important to each of my KPIs?”

Aligning Your KPIs and Data

Take, for example, the concept of customer lifetime value (CLTV) – an important KPI for any business. Of course, revenue, campaign exposure, online behaviors, frequency, recency, and other data will impact CLTV, but can you determine exactly which data was most predictive of a high CLTV? Or, of all the data, which is of more relative importance in rank order? Can you tell your team that a specific campaign, behavior, event, or activity is mathematically proven to be more likely to deliver on your goals?

With an automated predictive analytics solution for the customer lifecycle, like Squark, the relationships in your KPIs previously hidden by human analysis become clear and provable – in just minutes with our explainability reports. They help you get to the “why” of the outcomes. When you understand the reason or the motivations, the next best action becomes clear. 

Explainable AI Reports

The Explainable AI reports provided be Squark and determined by the project type (binary, multi-class, regression, or time series) and the specific algorithm used to generate your results. 

1. Variables of Importance: The variables, or data points, included in the analysis are listed and weighted by their impact on the predicted outcome. By simply scanning the list, you can determine what is and is not impacting your results.
2. Global SHAP shown as Positive and Negative Feature Impact: While the variables of importance rank the impact, it doesn’t highlight whether the effect is positive or negative. This report takes the most impactful variables and lays them out positively or negatively. The viewer can determine the exact layout to best analyze and present their results.
3. Local SHAP shown as a unique Force Plot Chart: An examination of the individual result instead of the first two reports, which summarize all the results. The force plot is a view of an individual result. You can see how close or far off the one result is from the project baseline and the weight of the variables on that specific outcome.

With this data so easily constructed, new ways to operate and new decisions become obvious. Interested in learning more about how Squark can help you take your marketing to the next level and surpass your KPIs goals? Schedule a demo today.