#45 Forecasting analytics with machine learning (with Richard Fergie)

This week Dan and Dara are joined by Richard Fergie (creator of Forecast Forge) to chat all about forecasting with machine learning models, and the flaws in Google Analytics 4's machine learning aproach to watch out for.

Her's Richard's rules for using any machine learing forecast model:

1. No machine learning is allowed until you've plotted the data!
2. Make the simplest Forecast that you can
3. Look at where is it that this simple forecast is wrong, and correct for it
4. Repeat te process until you get fed up, or you get diminishing returns

Check out Forecast Forge for details on pricing and how it all works - https://bit.ly/3aB1Zco.

Reach out to Richard on Twitter - https://bit.ly/3aGtxgC.

In other news, Dan plays more games, Dara goes outside and Richard emigrates!

Follow Measurelab on LinkedIn for all the latest podcast episodes, analytics resources and industry news at https://bit.ly/3Ka513y.

Intro music composed by the amazing Confidential (Spotify https://spoti.fi/3JnEdg6).

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If you have some feedback or a suggestion for Dan and Dara, fill in the form https://bit.ly/3MNtPzl to let them know. Alternatively, you can email podcast@measurelab.co.uk to drop them a message.