Merz, Christopher J.
PROF, AST ADJUNCT
S & T Global - St. Louis
Engineering Education Ctr (MS&T)
ROLLA, MO 65409
IST 6445: Database Marketing
Intro to methods and concepts used in database marketing: 1) predictive modeling techniques (e.g., regression, decision trees, cluster analysis) and 2) standard processes for mapping business objectives to data mining goals to produce a deployable marketing model. Metrics like lifetime value of a customer and ROI will be covered. Several application areas covered.
Time/Day: 07:00 pm - 09:30 pm W
Prerequisites: Statistics understanding, programming understanding, familiarity with spreadsheets.
Course Component(s): Lecture
Group Project: yes
Live Participation Required: selected dates
Download Restrictions: allowed upon request
Drozdenko, R. & Drake, D., Optimal Database Marketing: Strategy, Development, and Data Mining, Sage Publications, 2002.
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