Transactions on Machine Learning and Data Mining (ISSN: 1865-6781)
Volume 7 - Number 2 - October 2014 - Pages 63-70
Good Models out of an assembly line or advances in targeting
Andrea Ahlemeyer-Stubbe
DRAFTFCB Munich GmbH, Munich, Germany
Abstract
To detect fast changes in customer behavior or to react in as focused a manner as possible, predictive modeling must be done in good quality to get effective predic-tions of customer behavior and it has to be done fast to be relevant under busi-ness aspects. Modeling speed is of great importance in industry as time is a crucial factor. This necessity requires a different technical set up for model development to fulfill both needs: quality and development speed. Today most companies like to develop their models individually with the help of specialists. But for a lot of companies, this way takes too long; even though the models are excellent, the time to develop them sometimes kills the advantages of a better prediction. This article describes the general structure and ideas how to implement industry-focused model production that will help to react quickly to changing behavior. We will discuss the key success factors and the pitfalls of this assembly line model product.
Keywords: Marketing, Online Targeting, Standardization
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