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Chapter 6
Datamining
11
Business
Graduate
02/17/2014

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Term
a ___ model compares observations to be scored to a prototype
Definition
similarity
Term
name the steps for building a similarity model
Definition
1. what distinguishes good records from bad ones
2. what would the ideal good record look like
3. how should distance from the ideal be measured
Term
the ___ coefficient measures the extent to which a change in one variable is related to a change in another
Definition
pearson correlation
Term
What do you do if cells don't have enough data to support the required confidence level?
Definition
reduce the number of splits along each dimension
reduce the number of dimensions used to define the sparse cells
Term
What does RFM stand for?
Definition
Recency
frequency
monetary
Term
RFM only works for ___ customers
Definition
existing
Term
Before rolling out a new campaign, it should be tested on customers who receive the ___, under conditions that ___ the full campaign.
Definition
proposed offer
mimic
Term
Test campaigns should use ___ and ___ groups that include members of every cell
Definition
treatment
control
Term
What is the goal of incremental response modeling
Definition
identify persuadable prospects
Term
What do naive bayesian models accomplish?
Definition
predict very specific probabilities.
I.E. Predict cancellation rate of customers in Wyoming, acquired through direct mail with credit class C, on rate plan..."
Term
R^2 is a number between ___ and ___
Definition
0 and 1. and a high R^2 value shows a good fit
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