9. Forecasting Population Changes in Product: Demographic Projections

This chapter examines what happens from launch to death of a web product. When working with web products, it’s important to understand where your product is in the underlying life cycle and what the prior stages of the product looked like. As we will see with uplift modeling in Chapter 13, this understanding can be the difference between a successful and unsuccessful marketing campaign. Understanding the life cycle can also be useful when you start projecting future population needs. In addition, this chapter will help you think about product retention as a multidimensional process and model subpopulation changes in a more sophisticated way.

In Chapter 2, we discussed how ...

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