by Anthony T
The article focuses on data modeling as a way to improve the effectiveness of businesses. It outlines strategies in which businesses can benefit from reducing cost of marketing, higher revenue, better profitability, and competitive advantages. Predictive modeling tools, according to the article, can be especially useful in analyzing factors which are directly related to product profitability. The author also mentions the benefits of reliability and accuracy of supplier relationship management when building data models. The accessibility of modeling tools is also discussed in the article and how it is no longer only at the dispose of statisticians or experts. Modeling tools and data analysis is becoming more and more available for marketers to use.
The article relates to the class lecture on chapter 2 on data modeling. The article focuses on the practical approach to using a data model in a business environment more specifically from a marketing perspective. While the class lecture does not give an outline on implementing data models the author makes that his focus. He goes on to list a step by step process on building the model and implementing it.
The combination of both class lectures and online journals gave me a better understanding of how business professionals, in this case a Chief of Information Technology, use the concepts which are discussed in this class. The article was also a very easy read and I like how the author was able to present information is a very straight forward way without that much text. He was very straight to the point in his approach.
Tolbot, M. (December 2006). “Gain the upper hand with predictive data modeling.” Direct Response. Retrieved 4/8/2011, from http://0-search.proquest.com.opac.library.csupomona.edu/abicomplete/docview/224771293/135F925370422D465FF/4?accountid=10357