Applied Insights

An Introduction to Predictive Analytics, London, 22nd May 2008

Neil Mason — Wed, 30 Apr 2008 11:03:47 +0000

Neil and John ran a one day workshop in Predictive Analytics in association with the Emetrics Marketing Optimisation summit on 22^nd May at the Hotel Russell in London. A course outline is below.

Please contact us if you would be interested in joining one of our courses or developping a customised in-house training session on predictive analytics.

Predictive Analytics - course outline

An Introduction to Data Mining and Predictive Analytics is a one day workshop covering the foundations of this innovation marketing analytics discipline. During the course of the day you will gain a thorough familiarisation with some of the key principles and methodologies of data mining and predictive analytics and learn how to apply them to common marketing problems such as:

How can I predict campaign response?
How do I segment my website visitors or customers?
How can I anticipate possible customer defections?

In this one day interactive course we will cover the following topics:

Introduction:

What is data mining and how is that different to predictive analytics?
How organisations are currently using data mining and predictive analytics across their businesses and to solve particular marketing problems

Processes and implementation

How to go about a data mining/predictive analytics project
An overview of a standard industry process (CRISP-DM)

Methods and applications

An overview of the main types of data mining and predictive analytics applications:
- Forecasting
- Segmentation
- Classification
An introduction to main methodologies such as:
- Time-series forecasting
- Regression analysis
- Decision trees (CHAID, CART and so on)
- Cluster analysis
- Neural networks
Case studies and examples of how these techniques are used and deployed in both online and offline marketing is areas such as:
- Retention modelling
- Conversion propensity modelling
- Visitor segmentation

Web Analytics Congress, Maarssen, The Netherlands, May 2008

Neil Mason — Tue, 29 Apr 2008 13:25:43 +0000

At this year’s annual Web Analytics Congress in Holland, Neil delivered a keynote presentation on Marketing Optimisation and Predictive Analytics.

Emetrics Marketing Optimisation Summit, London, May 2008

Neil Mason — Tue, 29 Apr 2008 13:19:53 +0000

This year Neil was invited by Jim Sterne to be the conference chairman and a keynote speaker the Emetrics Marketing Optimisation Summit in London.

As well as fronting up the proceedings over the two days and trying to keep the conference (and its speakers) on track, Neil delivered a keynote presentation looking at the development of web analytics and marketing optimisation practices within organisations called: “To Marketing Optimisation and Beyond!”

Web Analytics Wednesday, Berlin, February 2008

Neil Mason — Fri, 29 Feb 2008 13:35:22 +0000

At the inaugural Web Analytics Wednesday event held in Berlin, Neil gave a presentation on “Integrated Web Analytics”. The first time he’s ever presented in a nightclub!

Wise up to the Web, IT Wales Forum, Swansea, November 2007

Neil Mason — Fri, 23 Nov 2007 16:46:53 +0000

At this ICT Forum event for small and medium enterprises in South Wales, Neil gave a presentation introducing web analytics called “If you can’t measure it, you can’t manage it”.

Emetrics Marketing Optimization Summit, Stockholm, October 2007

Neil Mason — Tue, 30 Oct 2007 16:36:30 +0000

At this inaugural event in Sweden Neil presented on data integation.

Emetrics Marketing Optimization Summit, Washington DC, October 2007

Neil Mason — Tue, 23 Oct 2007 16:29:20 +0000

At this year’s Emetrics Summit in Washington DC, Neil presented a paper entitled “Cutting through the NOISE: Applications of data mining and predictive analytics”.

You can download a copy of the presentation here…

Ad-Tech, London, September 2005

Neil Mason — Sun, 30 Sep 2007 16:28:40 +0000

At Ad-Tech this year, Neil ran a workshop with Dan O’Sullivan from Boden on Landing Page Optimisation.

You can download a copy of the presentation here…

ClickZ Web Metrics event, New York, May 2007

Neil Mason — Thu, 31 May 2007 14:17:47 +0000

Neil gave a presentation on measuring Non-transactional websites at the ClickZ event on web analytics in May 2007. He also moderated a session on Competitive Intelligence.

You can download a copy of his presentation on Non-Transactional Analytics here.

Omniture Summit, London, April 2007

Neil Mason — Fri, 20 Apr 2007 14:13:07 +0000

At the Omniture Summit in London, Neil presented a case study with Shaun Byrne from the Royal Mail. The presentation covered a recent project we had done with the Royal Mail segmenting and profiling visitors to the royalmail.com website.