The short answer: you use net lift modeling. Or as SAS called it when we released it as part of SAS Enterprise Miner 7.1 M1 at the end of 2011, incremental response modeling. Eric Siegel gave an interesting keynote on this topic at Predictive Analytics World San Francisco, "Persuasion by the Numbers:
What is the solution for patient-centric healthcare? Big data, says SAS expert Alice Swearington in the post, Treat patients with big data insights. "Service providers throughout the healthcare continuum that become patient centric first will win the patient," she explains, citing the industry tends toward insurance exchanges and retail insurance
This week I attended the inaugural Insurance and Finance SAS User Group conference at the SAS Headquarters in Cary, NC. The two-day conference was well attended by 80 members of our insurance and financial services customer community, and attendees were treated to a variety of presentations focused on these industry
At Predictive Analytics World San Francisco this week I attended back to back sessions on econometrics, a word that doesn’t surface as often as I think it should. Bestselling books like Freakonomics: A Rogue Economist Explores the Hidden Side of Everything or Predictably Irrational: The Hidden Forces That Shape Our
How can big data coupled with high-performance analytics (HPA) help retail companies tailor their offerings in a way that is beneficial to both the company’s bottom line – and the consumer? Eric Williams, recently retired Chief Information Officer at Catalina Marketing, explains in this interview. Alison Bolen: How do you define
Something we all know instinctively is that many stories are better told in images. This week, as you may have heard, SAS is proving that concept on a very large scale with roaming life-size drawings that depict the main points made by speakers at Predictive Analytics World and the eMetrics Marketing Optimization
When I talked to SAS CTO Keith Collins recently, he said SAS is coming out with new innovations in the high-performance analytics space at the rate of every six months. And he’s not just talking about small product upgrades twice a year. In many cases, he’s referring to a whole
One of the areas that high-performance analytics has the potential to improve is marketing optimization. In fact, almost every presentation I see about high-performance analytics includes a slide or two about marketing optimization. To understand why marketing optimization is a big data problem, let's look at the 3Vs to see
Everyone loves a good contest. At Predictive Analytics World 2012 (or #pawcon if you're on Twitter), Kaggle’s head of analytic solutions, Karthik Sethuraman spoke about “Crowdsourcing Predictive Analytics.” To date, around 30,000 data scientists have signed up on Kaggle to compete for cash prizes. Such competition pushes the edge of the
