Direct acknowledges that the findings and writings of Jim Wheaton of Wheaton Group about the predictive modeling process were inadvertently cited in a recent contributed article (“Get Some Perspective,” Oct. 1) but not attributed because the original source wasn't known.
Jim's 1994 article, “Myths and Realities of Building Models,” can be found on Wheaton Group's Web site (www.wheatongroup.com) in the reference library for the direct and database marketing community. A shorter version originally appeared in DM News. The library consists of approximately 60 articles published by Wheaton Group's four principals through Jan. 1 of this year. The articles are divided into seven categories:
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Database marketing, direct marketing and/or CRM.
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Data mining, predictive modeling, lifetime value analysis and/or data quality.
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Data warehousing, desktop access, systems and/or technology.
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Testing, statistical formulas and/or results analysis.
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Overlay data, compiled lists and/or cooperative databases.
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Merge/purge, data hygiene and/or service bureaus.
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Technical.
The reference library allows keyword searches of the articles. All contain an Adobe PDF print option and should download in less than five seconds.
For copies of the eight pieces published since Jan. 1, contact Jim Wheaton at 919-969-8859 or at jim.wheaton@wheatongroup.com.
