"Much of the data about customers and businesses contains hierarchical structures that are important to understanding and predicting customer behavior. Yet, many traditional analytical techniques cannot accommodate such structures and require analysts to ignore or flatten data. Hierarchical Bayesian (HB) analysis is a practical and elegant solution to many database marketing problems. Attendees will gain insights on how to rethink many common modeling problems and how to attack some of their toughest challenges. While the theoretical concepts of HB will be discussed, the focus will be on practical applications of this powerful technology.

Learn how to:
• Identify hierarchies and to use these structures in modeling
• Use practical how-to methods, illustrated by real-world examples
• Apply this technique to drive highly tailored, effective marketing programs"