How to Incorporate Predictive Analytics into the Marketing
Database
Presented by Scott Briggs, Director of Professional Services,
Alterian
Alterian Analytics have become a standard competency as
marketers strive to leverage their ever growing stores of data for
effective marketing programs. While there are many mature and
accepted options for executing analytics, marketers commonly report
significant obstacles to operationalizing the results of their
analytical activities. To address this critical complication, Mr.
Briggs will discuss the following topics:
- Establishing a common lexicon for marketing analytics –
defining terms such as reporting and predictive modeling
- Designing marketing databases to support modeling
- When various modeling techniques are appropriate for
marketing
- Performing modeling both within and outside the Alterian
Marketing Suite
- Options for deploying models for operational use
Downloads
How to
Incorporate Predictive Analytics into the Marketing Database -
Presentation (3MB)