Alisa Getzinger

Alisa Getzinger
Data Mining - From Dust to Diamonds (1,194 words)

by Alisa Getzinger Let's see a show of hands: How many of us self-professed direct response marketers cringe at the mention of the ever-popular industry term "data mining"? Jargon such as Response Reference, Relational Data Models, Genetic Algorithms or Breeding the Best Predictors has left countless successful marketing professionals dazed and confused. Granted, all this technical terminology is enough to give anyone a bad flashback to high school calculus, but contemporary marketers need not feel intimidated by all this techno-talk. The statistical side of data mining certainly has its place and its experts, but most marketing professionals have a much easier time taking