Tag: Decision Trees

Customer Intelligence
Adrian Carr 0
Using analytics to determine best paths in customer journeys

The outbound marketing landscape, especially in the retail industry, is a challenging one. Customers are receiving multiple communications from multiple businesses, and for marketers it’s sometimes hard to understand which activity is driving results. Many retailers have a complex multichannel strategy of internet, email, direct mail, telemarketing, and catalogues. These

Customer Intelligence
Suneel Grover 0
Analytical segmentation for data-driven marketing

Marketers have used segmentation as a technique to target customers for communications, products, and services since the introduction of  customer relationship management (i.e., CRM) and database marketing. Within the context of segmentation, there are a variety of applications, ranging from consumer demographics, geography, behavior, psychographics, events and cultural backgrounds. Over time, segmentation has proven its value,

Shelly Goodin 0
Projecting expected outcomes with decision trees

We’ve just published Decision Trees for Analytics Using SAS Enterprise Miner by Barry de Ville and Padraic Neville. Filled with many figures and examples, this comprehensive book has garnered strong early user reviews. We invited the authors to share a few words about their new book. Neville had this to