In anticipation of his upcoming conference presentation, Uplift Modeling Versus Traditional Response Modeling – Which One is Right for You?, at Predictive Analytics World San Francisco, March 29-April 2, 2015, we asked David Schey, Senior Director, Analytic Consulting Group, Digitas, a few questions about his work in predictive analytics. Q: In your work with predictive analytics, what behavior do your models predict? A: We model a wide variety of behaviors including response, attribution, spending, attrition, ‘clone’, customer value, market basket, fraudulent activity, next most logical product/product lifecycle, insurance claims, and a variety of credit evaluation dimensions. Q: How does predictive analytics
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