A Practical Note on Predictive Analytics Usage in Marketing Applications

Arindam Banerjee () and Tanushri Banerjee ()

Working Papers from eSocialSciences

Abstract: This paper is an attempt to provide a simplified approach to this practical problem of evaluating model performance taking account of the decision context. Two scenarios are discussed; a) a classification problem often used for profiling customers into segments and, b) a volume forecasting problem. In both cases, the leakage is defined (misclassification or uncertainty band) and their impact (adverse) on the subsequent decision is identified. Contextual dimensions that have an impact on the quality of the decision and the scope to alleviate the problem are also discussed. [W.P. No. 2016-05-01].

Keywords: Marketing Applications; predictive analysis; decision; quality; uncertainity; forecasting problem (search for similar items in EconPapers)
Date: 2016-06
Note: Institutional Papers
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