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False Positives Adventures in Technology, SciFi and Culture from Toronto

Thursday, July 24, 2003

Real World Business Intelligence

Globe and Mail reports on Marketing by numbers using marketing optimization to do predictive modelling: figuring out, based on statistical data culled from operational computer systems and past marketing campaigns, which customers are likely to respond if the bank sends them an offer -- a letter and/or phone call inviting them to buy a new product such as a credit card.

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