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1. Introduction
2. Talk overview
3. Data mining
4. The data mining challenge
5. Using data mining to create models
6. The customer lifecycle
7. Business processes reflect the customer lifecycle
8. Events occur throughout the customer lifecycle
9. Different data is available throughout the lifecycle
10. Different models are appropriate
11. Customer acquisition models
12. Product penetration model
13. Response model
14. The decision tree form of the response model
15. Ways to use the response model
16. A profitable mailing
17. Differential response
18. Differential response analysis
19. Where to look for new customers
20. Customer value has many components
21. Customer value - newspaper example
22. Who is more valuable?
23. What advertisers are buying
24. Quality measure: a tale of three census tracts
25. Quality measure: applied
26. Quality measure: applied and quantified
27. Ongoing customers have richer data (1)
28. Ongoing customers have richer data (2)
29. Recommendations
30. Approaches to recommendation
31. Example for combining multiple propensity models
32. Each product has its own tree
33. Combining models Into a best next offer model
34. How long will a customer survive?
35. Median survival
36. Calculating hazards
37. U.S. mortality as an example of hazards
38. Hazards are like an X-ray into customers
39. Calculating how long a customer will survive
40. Quantifying the value of a loyalty program
41. In conclusion
42. Thank you for listening

Topics Covered

• Businesses should establish a learning relationship with their customers
• Data mining is a key enabler of the learning relationship
• Business processes are organized around the customer relationship
• Business processes generate data that can be used for modeling
• Product penetration
• Campaign response
• Campaign profitability
• Differential response analysis
• Customer value
• Recommendation and cross-selling
• Forecasting remaining customer lifetime

Links

Series:

• Data Mining

Categories:

• Technology & Operations

Talk Citation

Publication History

• Published on June 17, 2008
• Archived on March 17, 2022