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Data Analytics

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Listed below are the Data University webinars that we recommend you watch and learn from if you are trying to gain more insight into the area of Data Analytics.

Capturing the Touchpoints: Database 101

Jim Wheaton provides a detailed overview of analytical procedures used in database marketing.  Jim shares the use of analytical procedures through the use of case studies and applications of actual clients.  Jim begins this course by defining an algorithm and continues his discussion by defining predictive techniques, and sharing segmentation examples.

Jim Wheaton
Predictive Modeling for Non-statisticians

Bill Schneider and Lane Ware conduct this webinar to provide predictive modeling insights for non-statisticians. In this webinar, Bill and Lane provide great insight into the mechanics of predictive modeling from a layman’s perspective.  In this webinar, you will (1)  Gain greater insight into the mechanics of a predictive model, (2) Gain a clearer understanding of the terms used by modelers and, (3)  Learn how the results of a model can improve your bottom line.

Bill Schneider and Lane Ware
Improving Customer Profiling and List Selection with Automated Analytics Based on Genetic Algorithms

In this webinar you will learn how to improve customer profiling and list selection with automated analytics based on genetic algorithms.  This webinar will provide a basic introduction to genetic algorithms, an overview of automated customer profiling, and reveal analytics for direct marketing that will accelerate the prospect targeting process.  You will also be provided with an overview of new applications that put the power of advanced analytics in the hands of any marketer.  Case studies will be detailed that show how this technology is helping financial services catalogers telecommunications and nonprofit organizations.

Dwight Emery & Frank Days
Improving Messaging and Product Targeting Using Demographic and Lifestyle Data

Today consumers are not necessarily looking just for products but they are actually looking for solutions to their needs which could involve products, information or services that companies possess. Messages need to be tailored to consumers’ unique needs and wants. Randy shares how to use data to better develop these messages. Randy demonstrates how behavioral and descriptive data can be used to define unique markets for differentiation. He focuses on: (1) Different product offers by market, (2) Customized web landing pages and, (3) New product development to specific market segments. Randy also provides “Real World” case studies detailing: (1) Modeling to differentiate offers, (2) Modeling to differentiate communications, (3) Defining product “gaps” for specific markets and, (4) Creating trigger & descriptive markets for CRM.

Randy Hlavac
Using Segmentation to Better Target Your Prospects

In this webinar, you will learn how to analyze your customers to develop a more precise method for targeting your best prospects.  Sandra Piccillo will share with you how to align creative and media channels to increase response rates.  Additionally, Sandra will provide proven tactics for proper campaign measurement.

Sandra Piccillo
Foundation Analysis:  Understanding the Data and Profiling

In this Webinar, Mark Graham provides details into conducting a customer profile.  Graham addresses: Identifying the reasons to conduct a profile analysis, Reviews the components of a profile analysis, Shares how to develop a “picture” of your customer base, Provides insight into how to use CHAID to develop a list selection strategy, Shares how to create “look-a-like” models using regression and How to use profile programs to establish a cross sell program.

Mark Graham
Predictive Modeling (Part1): Regression Analysis

In this webinar, Olivia Rud provides a great introduction to regression analysis.  Olivia defines predictive vs. descriptive models and demystifies regression.  She also shares how regression is used in marketing and provides detailed steps for defining successful regression modeling including: Defining the objective, Preparing data, Preparing the variables, Developing the model, Validating the model and Implementing the model.  Olivia concludes by providing “pros and caveats” when using regression analysis.

Olivia Rud
Optimizing Marketing Communication with Quantitative Analysis

In this webinar, Maurice Parisian and Brian Handrigan provide a detailed discussion of why marketing communication and quantitative analysis must work together to obtain the ultimate marketing experience.  Maurice and Brian detail the Customer Relationship Development Theory (CRD), the CRD Continuum & the Closed-Loop Process of Continuous Marketing, Communications Improvement, the Marketing Communications Development Process, Assessing Creative, Case Studies, and Marketing Intelligence Systems.

Maurice Parisian & Brian Handrigan
Database Marketing Case Studies: A Broad Perspective

In this webinar, Brad Rukstales will share real-world examples of success stories in different areas of database marketing, three reasons to evaluate your database infrastructure and provide results of modeling in action.  Examples include how one company lifted response by more than 100% using modeling techniques, how customer insights are generated and used in marketing planning and execution and how companies bring their customers "to life" within their organizations through segmentation.

Brad Rukstales
Grouping Tools, Including CHAID: Applications and Benefits

In this webinar, Ron Marsh shares how to use segmentation and data grouping tools.  Ron provides an overview into using grouping tools in direct marketing, grouping tools versus predictive modeling techniques, while defining anchored and unanchored analysis.  Additionally, Ron provides specific insight into the following techniques grouping tools CHAID, CART and Cluster analysis.

Ron Marsh

Bill Schneide
Real Time Analytics