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The authors noted that while there is so much talk about the adoption of predictive modelling within marketing and more specifically direct marketing, there is no one book in the market which takes the audience through an applied step by step approach on how to develop a predictive model. This book serves as a guide and is a hands-on learning tool for any self-starter or modeller who wants to learn how to develop predictive models. It’s a practical guide for both analysts and marketing people and walks them through the different steps of developing a predictive model. The authors believe that for anyone looking to learn predictive models, this is the one book that they will have to read. The book also touches on the softer side of predictive model development which is, how to present the models, whom to present the models, the best ways to get the model deployed for improving business outcomes.


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