Hans Aigner

By Tracy A. Gill It may not be the most exciting part of the process, but data preparation is the foundation of an effective predictive modeling program. As Hans Aigner, CEO of Germantown, Md.-based DataLabUSA, told attendees at his "Predictive Modeling: Breath new life into your direct marketing efforts" session at the Direct Marketing Association of Washington's annual conference in May, you should expect to spend about 70 percent of your project timetable on data preparation alone. After you have done a thorough audit, and you understand all the demographic and transactional data attributes available, Aigner explained that you'll then need

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