Capturing the Touchpoints: Database 101
Jim Wheaton provides a detailed overview of analytical procedures used in database marketing. The point of this session is to illustrate multiple techniques, multiple data mining and analytical techniques fit together to drive sophisticated programs of 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.
Co-Founder and Principal
Daystar Wheaton Group
Jim Wheaton is a Co-Founder and Principal at Wheaton Group and Daystar Wheaton Group as well as a Co-Founder of Data University. He has been a database marketing professional since 1981, with positions ranging from building and managing a cutting-edge data mining and strategic consulting practice, to profit and loss responsibility for several major direct marketing product lines.
Before co-founding Wheaton Group in January 2000, Jim was Senior Vice President of Strategic Consulting at KnowledgeBase Marketing of Chapel Hill, North Carolina. There, he combined his deep expertise in data warehousing and processing, quantitative analysis, demographic overlay information, and “hands on” direct marketing management to create innovative, data-driven solutions for KnowledgeBase clients. Also, he was a named an Officer at Kestnbaum & Company upon that firm’s acquisition by KnowledgeBase in December 1998.
Prior to joining KnowledgeBase Marketing, Jim was Vice President of Research & Consulting Services for Neodata/Wiland Services. There, he built and managed an integrated department of statisticians, SAS programmers and database marketers specializing in data mining as well as quantitative and strategic consulting. In addition, he headed up the firm’s Polk TotaList Value Added Reseller business.
Previously, Jim was a database marketing consultant, first with Kestnbaum & Company and then with Wiland Services. Even earlier, he had profit and loss responsibility for several subscription and continuity direct marketing product lines at MBI, Inc., one of the world’s largest direct sellers of collectibles.
Jim has authored approximately 130 industry articles and speeches. He is very active in the Direct Marketing Association’s Research Council, and is former Chairman of its Operating Committee. He holds an M.B.A. from the University of Chicago and a B.A. from Brown University.