xvContents
23.3 The CCA-PCA Method: Illustration Details ......................................................... 324
23.3.1 Determining the Complete and Incomplete Datasets ............................ 324
23.4 Building the RESPONSE Model with Complete (CCA) Dataset ........................ 326
23.4.1 CCA RESPONSE Model Results ................................................................ 327
23.5 Building the RESPONSE Model with Incomplete (ICA) Dataset ....................... 328
23.5.1 PCA on BICA Data ....................................................................................... 329
23.6 Building the RESPONSE Model on PCA-BICA Data ........................................... 329
23.6.1 PCA-BICA RESPONSE Model Results ......................................................330
23.6.2 Combined CCA and PCA-BICA RESPONSE Model Results ................. 331
23.7 Summary .................................................................................................................... 332
Appendix 23.A NMISS ....................................................................................................... 333
Appendix 23.B Testing CCA Samsizes .............................................................................333
Appendix 23.C CCA-CIA Datasets ..................................................................................333
Appendix 23.D Ones and Zeros ........................................................................................333
Reference ...............................................................................................................................334
24. Art, Science, Numbers, and Poetry .................................................................................335
24.1 Introduction ...............................................................................................................335
24.2 Zeros and Ones .........................................................................................................336
24.3 Power of Thought ...................................................................................................... 336
24.4 The Statistical Golden Rule: Measuring the Art and Science
ofStatisticalPractice .................................................................................................338
24.4.1 Background ...................................................................................................338
24.4.1.1 The Statistical Golden Rule .........................................................339
24.5 Summary ....................................................................................................................340
Reference ...............................................................................................................................340
25. Identifying Your Best Customers: Descriptive, Predictive,
and Look-AlikeProling .................................................................................................. 341
25.1 Introduction ............................................................................................................... 341
25.2 Some Denitions ....................................................................................................... 341
25.3 Illustration of a Flawed Targeting Effort ...............................................................342
25.4 Well-Dened Targeting Effort .................................................................................343
25.5 Predictive Proles .....................................................................................................345
25.6 Continuous Trees ......................................................................................................348
25.7 Look-Alike Proling .................................................................................................350
25.8 Look-Alike Tree Characteristics ..............................................................................353
25.9 Summary ....................................................................................................................353
26. Assessment of Marketing Models ..................................................................................355
26.1 Introduction ...............................................................................................................355
26.2 Accuracy for Response Model.................................................................................355
26.3 Accuracy for Prot Model ........................................................................................356
26.4 Decile Analysis and Cum Lift for Response Model .............................................358
26.5 Decile Analysis and Cum Lift for Prot Model ....................................................359
26.6 Precision for Response Model ................................................................................. 360
26.7 Precision for Prot Model ........................................................................................ 362
26.7.1 Construction of SWMAD ...........................................................................363
26.8 Separability for Response and Prot Models .......................................................363