CONFERENCE PREVIEW - Predictive Analytics World

More documents

Recommendations

Info

WorkshopsFriday, March 9 -Saturday, March 10, 2012s Two-Day Post-Conference Workshop9:00am-4:30pmNet Lift Models: Optimizing theImpact of Your MarketingInstructor: Kim Larsen, Vice President of AnalyticalInsights, Market Shares PartnersIntended Audience: Statisticians, business analysts,and market researchers who build predictive models formarketing and retention campaigns.Workshop Description: The true effectiveness of amarketing campaign isn’t response rate, it is the incrementalimpact - that is, additional revenue directly attributableto the campaign that would not otherwise have beengenerated. Yet traditional targeting criteria are oftendesigned to find clients that are interested in the product,but would have bought it anyway, whether or not theyreceived a promotion. In such cases, the incremental impactis insignificant and the marketing dollars could have beenspent elsewhere.Net Lift Models are designed to maximize incrementalimpact by targeting the undecided clients that can bemotivated by marketing. These “swing customers” are akinto the swing states of a political election; data miners couldlearn a lot from political campaigns.Beyond targeted marketing, Net Lift methodology deliverstremendous performance improvements for deployed churnmodels - retaining “savables” while avoiding the adverse“reverse” affects retention outreach triggers for somecustomers - as well as other innovative business applicationsof this advanced analytical method.This workshop demonstrates how to build Net Lift Modelsthat optimize the incremental impact of marketingcampaigns, covering the pros and cons of various coreanalytical approaches.You will learn how to:• Build net lift models that maximize the difference inresponse rates between the clients who receive the offerand those that do not (the control group)• Identify good incremental lift predictive variables• Build net lift models using a variety of techniques• Evaluate and deploy net modelsSpecific topics covered include:• Net lift models versus propensity models• Example net lift models in action• Comparison of net lift modeling approaches, includingregression- and non-regression-based methods, and theGeneralized Naive Bayes ClassifierAccess to working code and real examples. In order toillustrate net lift modeling in action and provide options for“take-home” usage, the instructor will provide 1) exampledatasets and 2) examples of code implementing incrementallift modeling methods, including the following SAS macros:INCREMENTAL, INFORMATION, GNBCREG, NWOE (netweight of evidence), and NIV (net information value).While very advanced attendees may optionally bring theirown laptop and software to try out net lift modeling duringthe workshop, this concentrate topics course does notinclude enough time for guided hands-on instruction; it isnot designed or intended as a “hands-on” training program.Schedule:• Workshop starts at 9:00am• Morning Coffee Break at 10:30-11:00am• Lunch provided at 12:30-1:15pm• Afternoon Coffee Break at 2:30-3:00pm• End of the Workshop: 4:30pmThis workshop is offered in cooperation and specialarrangement with SAS Institute.© 2012 Rising Media, Inc. 22 www.predictiveanalyticsworld.com/sanfrancisco/2012
Online WorkshopFull-day: 9:00am – 4:30pmPredictive Analytics Applied – An Online IntroductionServes as preparation for Predictive Analytics World, March 4-10, 2012 in San FranciscoInstructor: Eric Siegel, Ph.D., Conference Chair, Predictive Analytics WorldNew to predictive analytics? Take this online course to ramp up before Predictive Analytics World.Online 5 ½-hour training program:• On-demand at any time – start now for 3 months of access• Self-paced e-learning – at your convenience• Internationally-friendly – taken from over 16 countriesWorkshop DescriptionBusiness metrics do a great job summarizing the past. But if you want to predict how customers will respond in thefuture, there is one place to turn — predictive analytics. By learning from your abundant historical data, predictiveanalytics delivers something beyond standard business reports and sales forecasts: actionable predictions for eachcustomer. These predictions encompass all channels, both online and off, foreseeing which customers will buy, click,respond, convert or cancel. If you predict it, you own it.The customer predictions generated by predictive analytics deliver more relevant content to each customer, improvingresponse rates, click rates, buying behavior, retention and overall profit. For online applications such as e-marketingand customer care recommendations, predictive analytics acts in real-time, dynamically selecting the ad, web contentor cross-sell product each visitor is most likely to click on or respond to.Predictive Analytics Applied is a self-paced online course instructed by the founding chair of Predictive Analytics Worldthat covers the following topics:Applications: Business, marketing and web problems solved with predictive analytics. The many ways itspredictions can be used to drive various business decisions.Core Technology: How a predictive model works and how it’s created. What a predictive model looks like underthe cover. What data is required for predictive modeling.Evaluation: How well a predictive model works and how much revenue it generatesManagement: Project leadership and business process for predictive analytics; the organizational challenges andhow to overcome them.Illustrations: Live demos and detailed case studiesHands-on: “Get your hands dirty” with a revealing Excel-based exercise, bringing a predictive model to life andseeing it improve before your eyesKnowledge Level:No background in statistics or modeling is required. The only specific knowledge assumed for this training program ismoderate experience with Microsoft Excel or equivalent.Attendees will receive 3 months of unlimited online access, a course materials book, and a certificate of completion.To get more information or to register for this course, go to:www.predictiveanalyticsworld.com/sanfrancisco/register.php© 2012 Rising Media, Inc. 23 www.predictiveanalyticsworld.com/sanfrancisco/2012
Page 2 and 3: Your dataInside outYou know your or
Page 6: Agenda Overview3:40-4:00pmTrack 1:
Page 11 and 12: Full Agenda11:05-11:25aml Track 1:
Page 14 and 15: Full Agenda5:00-5:20pml Track 1: Fo
Page 17: Full Agenda2:30-2:50pml Track 1: Sp
Page 22 and 23: WorkshopsJames Taylor will cover th
Page 26 and 27: Keynote BiosPiyanka JainCEO, Aryng.
Page 28 and 29: Registrationwww.predictiveanalytics
Page 30 and 31: Thank You To Our SponsorsDIAMOND SP
Page 32 and 33: Sponsor ProfilesForeSee Resultswww.
Page 34 and 35: Sponsor ProfilesBRONZE SPONSORSFICO
Page 36 and 37: Media PartnersASSOCIATION PARTNERSM
Page 38 and 39: Media Partner ProfilesThe BusinessI

CONFERENCE PREVIEW - Predictive Analytics World

Create successful ePaper yourself

Delete template?

Save as template?