|When:||Wednesday Oct. 16, 2013 Noon - 2 PM|
|Place:||The Penn Club, 30 West 44th Street, New York, NY|
|Reservations:|| Call John Waldes at (212) 362-0302 or email him.
|Cost:||$60 for non-members, $50 for
$5 surcharge for walk-in without reservation.
First-time Attendees : $35 membership + $20 lunch
|Topic:||Using Spatial and Predictive Analytics to Supercharge Location-Based Marketing Decisions|
|Abstract:||In this talk we present a case study on how Alteryx is used by Southern States Cooperative to optimize its direct mail catalog marketing, and allowing them to measure the return on their marketing investments. The application involves the development of two predictive models (a catalog use model and a model that measure the incremental revenue from a customer’s catalog use).
The first of these models indicates that a key driver of catalog use is whether a customer has recently purchased (prior to the catalog mailing) an item that is included in the catalog. As a result, the optimal set of customers that should receive the catalog is conditional on the items included in the catalog.
This leads to a joint optimization problem of selecting both the set of items to include in the catalog and the set of customer that are sent the catalog. This optimization problem is highly non-linear, and is addressed using a genetic algorithm.
Dan Putler has 30 years of experience in developing predictive analytics models for companies and organizations that cover a large number of industry verticals, ranging from the performing arts to B2B financial services. At Alteryx, he is involved with both product development and high level strategy development for the R-based predictive analytics capabilities within Alteryx's agile Geographic Business Intelligence platform.
He is co-author of the book