Students learn how to identify strategic opportunities for both predictive and segmentation models.
They learn how to build models and how to evaluate the results of response, performance, and segmentation solutions built by others. The course focuses on the skills needed and the tools available to identify potentially important predictive variables from a marketing database, and how to increase their predictive power. Logistic regression to model response and weighted least squares regression to model zip code data are also covered in depth, as are the basic principles of artificial neural networks and the role they play in database marketing.