Modeling: No Routine Matter

Posted on by Chief Marketer Staff

Customer relationship management issues frequently cause tension among marketers and data analysts.

Analysts are sometimes concerned that the results of their efforts may not produce the intended outcome. Marketing professionals are on the line to produce results. When it comes to data mining, with the variety of automated analytical software, these worries may be compounded still further. While analytic errors that can damage a marketing program are not uncommon, most of the mistakes in a modeling exercise have little to do with technical matters. Rather, basic reasoning and marketing-related issues

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