data marketing

data marketing

Re-examining Model Evaluation: The CRISP Approach

By: Sam Koslowsky, Senior Analytic Consultant, Harte Hanks

The performance of prediction models can be judged using a variety of methods and metrics. Some years ago, I was challenged to arrive at a set of rules that would provide both the analyst and marketer guidance as to how to evaluate results of a predictive modeling exercise. “What?” you ask. “Just look into a

Improved Customer Marketing with Multiple Models

By: Sam Koslowsky, Harte Hanks

Data miners employ a variety of techniques to develop robust predictive models. Often, our analysts are confronted with a dilemma. Should we construct one model to address the business objective? Or perhaps, multiple models may be in...