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Data Analysis is No Game For Amateurs  Jul 22, 2008 12:05 AM By Jim Wheaton

What sorts of hands-on data investigation should marketers do themselves, and what should they leave to trained data miners?

Efficient Databases Require Past-Point-in-Time Views  Jul 07, 2008 11:16 PM By Jim Wheaton

Most marketing database developers are not deep-dive data miners. Therefore, all too many of today’s databases don’t support strategic analytics best practices

Using simulators to find E-LTV  Nov 01, 2007 9:30 PM By Jim Wheaton

You know that best-practices marketing database content is essential to effective data mining. It works in tandem with longitudinal (over time) test panels and business simulators to identify and leverage a given company’s dynamics to provide important strategic and tactical insights.

Going back to the future  Aug 01, 2007 9:30 PM By Jim Wheaton

Do you remember the 10 commandments of marketing database content management from previous columns? In case you don’t, here’s a quick recap: The data

Best Practices in Data Mining: The Second Five Commandments  May 01, 2007 9:30 PM By Jim Wheaton

Data mining is enhanced, often dramatically, when the source data are improved. The ultimate goal is for data mining to be performed off a platform that

The first five commandments of database content management  Feb 01, 2007 10:30 PM By Jim Wheaton

Welcome to a new quarterly column by Jim Wheaton, cofounder/principal of Wheaton Group, a Chicago-based data management, data mining, and decision sciences

Calculating incremental response  May 01, 2005 9:30 PM By Jim Wheaton

When measuring the effectiveness of a promotion, it’s not enough to know the overall response and revenue. What you really need to measure is the incremental

the non predictive part of predictive modeling  Nov 01, 1999 10:30 PM By Jim Wheaton

The bulk of predictive modeling doesn’t involve statistics, but rather research, analysis, and implementationSome catalogers may be intimidated by the

Multiple analytical tools  Feb 01, 1999 10:30 PM By Jim Wheaton

Despite a vast selection of analytical tools available today, many catalogers don’t stray from the traditional customer segmentation of recency, frequency,

PROSPECTING’s Lifetime Value Equation  Jul 01, 1998 9:30 PM By Jim Wheaton

All other things being equal, the size of your catalog business is directly proportional to the number of prospects you can contact affordably. But many

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