Hidden Stаtes аnd the Predictiоn-Interventiоn Gаp Sectiоn 3.6 and 3.7 Section 3.6 introduces the hidden Markov model as a way to infer a customer's latent state from observed behavior, and Section 3.7 closes with the chapter's central caution that accuracy and usefulness differ. Consider a model that flags thousands of customers as at risk. In what way does the chapter connect state modeling to the decision about whom to act on?
The Structure оf а Pоsitiоn Section 2.5 Section 2.5 builds positioning on three structurаl elements from Keller, Sternthаl, and Tybout: the frame of reference, points of difference, and points of parity, and observes that parity is often the harder battle. Consider a challenger brand entering a category dominated by an established leader. According to the chapter, why do the frame of reference and points of parity matter as much as points of difference?