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Jeffrey Ng's Blog – March 2013 Archive (2)

Why bother building a model while you have a good human doing the work?

Stunned by the Senior Management's basic and fundamental question, I spent a lot of hard time thinking through it. Finally I get part of the ultimate answer: Predictive Analytics move faster and more frequent than human being. What I mean is:

Predictive model is run to react to every change of independent variables: Building a good model of relating consumer's purchase behavior is only part of the story. What is more important is the trigger of the model can be defined and run at a…


Added by Jeffrey Ng on March 9, 2013 at 8:55am — 7 Comments

What is the additional information the predictive model brings?

I was challenged by a Senior management of the company with such a question and I was speechless.

I built models based on the data. Without much knowledge about the key variables, the model generated a very interesting result which are consistent with the knowledge of the Senior Managers. I've expressed that Predictive Modeling for marketing activities can bring in more clients, improve cross-selling, revenues per clients, loyalty of the clients, blah blah blah all those textbook…


Added by Jeffrey Ng on March 4, 2013 at 7:38am — 1 Comment

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