for Marketing Managers and Analysts
~ Two-Day Course ~
| DAY ONE | ||||
|---|---|---|---|---|
| I. | MODELLING BASICS | |||
| A. | Representation | |||
| B. | Performance Criterion | |||
| C. | Alternative Methods | |||
| D. | Modelling Process | |||
| a. | Variable Selection | |||
| b. | Model Assessment | |||
| c. | Model Validation | |||
| II. | EXPLORATORY DATA ANALYSIS (EDA) | |||
| A. | What is it, and why do it? | |||
| B. | The Hallmarks | |||
| C. | Stars and Profile Curves | |||
| D. | RE-EXPRESSING | |||
| a. | Symmetry | |||
| 1) | Ideal Shape | |||
| b. | Straightening | |||
| 1) | Weakness of R-square | |||
| c. | Smoothing | |||
| 1) | Critical Step | |||
| III. | TREE MODELS | |||
| A. | Primer | |||
| B. | CHAID vs. CART vs. CLS | |||
| C. | Many Uses | |||
| IV. | RESAMPLING | |||
| A. | Jackknife and Bootstrap | |||
| B. | Bootstrapped Decile Analysis | |||
| V. | RE-EXPRESSING MANY VARIABLES | |||
| A. | Principal Component Analysis (PCA) | |||
| B. | Case Studies | |||
| VI. | PRINCIPAL COMPONENT ANALYSIS | |||
| A. | Compositional Data | |||
| B. | Relation with Factor Analysis | |||
| DAY TWO | ||||
| VII. | BINARY LOGISTIC REGRESSION | |||
| A. | Model Specification | |||
| B. | Linear Probability Model vs. Logit vs. Probit | |||
| C. | Logistic Regression Interpretation | |||
| D. | Extensive Case Study | |||
| VIII. | EDA PRODUCT AFFINITY | |||
| A. | CHAID and PCA | |||
| IX. | PCA PRODUCT AFFINITY | |||
| A. | Case Study Illustration | |||
| B. | PCA Segmentation | |||
| X. | LOGISTIC REGRESSION FAMILY | |||
| A. | Multinominal Logistic | |||
| a. | Expanding the binary logistic model | |||
| b. | Case Study | |||
| B. | Ordinal Logistic | |||
| a. | Specification | |||
| b. | Key assumption | |||
| C. | Weighted Least-Squares | |||
| a. | Specification | |||
| b. | Zipcode Modelling | |||
| XI. | ALTERNATIVE RESPONSE MODELLING METHODS | |||
| A. | Statistical Methods | |||
| B. | Artificial Neural Networks | |||
| C. | Genetic Algorithms | |||
| D. | Comparative Evaluation | |||
DM STAT-1 CONSULTING / 
br@dmstat1.com
574 Flanders Drive / North Woodmere, NY 11581 / U S A
Voice 1-516-791-3544 / Fax 1-516-791-5075
Toll Free 1 800 DM STAT-1