Attendees will learn how prediction and segmentation models are used to achieve direct marketing goals such as increasing response rates, reducing attrition, and segmenting customer files. Topics will include the basic tools of predictive and segmentation modeling: CHAID, Ordinary and Logistic Regression, Gains Charts, Factor and Cluster Analysis. Examples of successful modeling projects will be presented so that attendees will be in a better position to understand what to expect and what not to expect when evaluating models within their own company.

Learning Points:

-Knowing how and when modeling can increase the effectiveness of your marketing programs
-Basic set of modeling tools available to direct marketers
-What to look for when evaluating a modeling project