Definition #
ML providing clear rationales for marketing actions.
Key Characteristics #
- Feature importance
- Counterfactual
- Local
- Regulatory
Why It Matters #
Increases campaign approval by 60% (CMO Council).
Common Use Cases #
- Ad targeting
- Content
- Budget
Examples #
- Fiddler AI
- H2O Driverless
- SAS Visual
FAQs #
Q: Performance trade-off?
A: <2% accuracy loss for full transparency.
Q: Stakeholder?
A: Generates CMO-friendly reports.