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Quantitative Modelling Data Mining and its Application in Database Marketing

Marketing, which is commonly known to be more "art" than science, is currently undergoing a paradigm shift because more and more methods from experimental sciences and engineering are competing with the traditional processes from advertising, where the design of creatives is the centre of interest. This talk will demonstrate, how database marketing utilizes methods like regression analysis or neural networks to predict the behaviour of customers. Predictive models are then used to design tailored product offers to customers. Knowledge transfer from quantitative sciences to business will play an important role in future improvements and applications of data mining.
Type of Seminar:
Public Seminar
Dr. Patrick Schuenemann
Predict AG, Reinach BL, Switzerland
May 03, 2000   17:15

ETH-Zentrum, ETZ E6, Gloriastrasse 35, 8006 Zurich
Contact Person:

Dr. F. Kraus
No downloadable files available.
Biographical Sketch:
CEO and founder of Predict AG. Ph.D. in Physical Chemistry and university education in business administration with many years of experience in data analysis and data mining in research, various industries and services. Development of knowledge based applications in the areas of credit risk management and database marketing in the financial industry. He built up and was head of the analytical group in database marketing of UBS AG, one of the leading Swiss banks. With Predict AG he works now as consultant for business analytical systems.