Applied Predictive Modelling for Direct Marketing in SAS | DMA

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Applied Predictive Modelling for Direct Marketing in SAS


The authors noted that while there is so much talk about the adoption of predictive modelling within marketing and more specifically direct marketing there is no one book in the market currently which takes the audience through an applied step-by-step approach on how to develop a predictive model. This book serves as a guide and is a hands-on training tool for any self-starter modeller or marketer who wants to learn how to develop predictive models. It's a practical guide for both analysts and marketers alike and walks them through the different steps of developing a predictive model. The authors believe that for anybody looking to learn predictive models this is the one book that they will have to read. The book also touches on the soft side of developing a predictive model which is how to gather the requirements, how to present the models, how to communicate and how to deploy the models for maximum marketing effectiveness.

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