Is Your Marketing Database “Model Ready”?
Marketers often think that creating a relational database will solve most of their database marketing needs, including advanced analytics. Unfortunately, it often is just a good first step for analysts and statisticians, as many of them routinely spend most of their valuable time manipulating datasets and variables. Such disconnect creates inconsistencies throughout the modeling development and deployment processes, leading to elongated project timeline and disappointing results. By adding a few more tables and carefully designed summary variables, marketers can provide analysts with variables in “model-ready” format, leading to much greater success with less effort.
Learn about data elements and format that statistical modelers require for effective model development and deployment
Effective data variable design from the advanced user’s point of view
How to achieve consistency from sampling to scoring
About the speakers
Stephen Yu, Vice President, Data Strategies, Infogroup
Stephen Yu is a world-class database marketer with proven track record in comprehensive strategic planning and complete tactical execution, from data collection and database design to model based targeting and delivery, effectively bridging the gap between the marketing and technology world with a balanced view obtained from 25 years of experience in best practices of database marketing. Currently he is Vice President Data Strategies at Infogroup.
Previously, he was a co-founder, visionary and the principal technology architect of I-Behavior Inc., a premiere co-op database company that was the first to fully incorporate SKU-level data into the base, forever raising the price of entry for the entire list industry. His extensive database and consulting assignments have included first-rate financial institutions, service providers, manufacturers, publishers, and multi-channel retailers.
