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Tough subject, also because customers hate price testing.

There's a fascinating presentation by Jeremy Howard discussing dynamic insurance premium pricing: https://www.youtube.com/watch?v=vYrWTDxoeGg

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Just listened to this whilst eating dinner. I like his early point about how many data science projects fail because they fail to establish a clear value link. His points about pricing are similar to what we do but his are in a different context (insurance) and we're hoping to become much more of a turnkey solution.

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