Category Archives: Methods

How to Optimize Your Marketing Spend

There are formal methods and tools you can use to optimize marketing spend, including software from SAS, IBM and HP (among others).  The usefulness of these methods, however, depends on basic disciplines that are missing from many Marketing organizations. In this post I’d like to propose some informal rules for marketing optimization.  These do not exclude using formal methods as well —

Read more

Automated Predictive Modeling

A colleague asks: can we automate predictive modeling? How we answer the question depends on the context.   Consider the two variations on the question below, with more precise wording: Can we completely eliminate the need for expertise in predictive modeling — so that an “ordinary business user” can do it? Can we make expert analysts more productive by automating

Read more

What Business Practices Enable Agile Analytics?

Part four in a four-part series. We’ve mentioned some of the technical innovations that support an Agile approach to analytics; there are also business practices to consider.   Some practices in Agile software development apply equally well to analytics as any other project, including the need for a sustainable development pace; close collaboration; face-to-face conversation; motivated and trustworthy contributors, and continuous

Read more

What Is Driving Interest in Agile Analytics?

Part three in a four-part series. A combination of market forces and technical innovation drive interest in Agile methods for analytics: Clients require more timely and actionable analytics Data warehouses have reduced latency in the data used by predictive models Innovation directly impacts the analytic workflow itself Business requirements for analytics are changing rapidly, and clients demand predictive analytics that

Read more

What Is Agile Analytics?

This post is the second in a four-part series. Agile Analytics is an approach to predictive analytics that emphasizes: Client satisfaction through rapid delivery of usable predictions Focus on model performance when deployed “in market” Iterative and evolutionary approach to model development Rapid cycle time through radical reduction in time to deployment The Agile approach focuses on the client’s end

Read more

Agile Analytics: Overview

Is this the year of Agile Analytics?  Recent publications show growing interest in the application of Agile methods to analytics: Ken Collier, an Agile pioneer, tackles analytics in his aptly named new book Agile Analytics . A quick Google search surfaces a number of recent blogs and articles (here, here and here) Curt Monash recently published an excellent two-part blog

Read more