Accelerating Analytics: Decrease The Cost of Asking Useful Questions

After twenty years in the business, I am giving up on the idea of asking brilliant questions. They don’t exist. Ironically, most of the questions which have delivered serious money in the past tended to look like relatively dumb ones…

The first set of significant wins I had in my analytics career was in direct marketing, where I moved the campaign analysis process for a $5MM/year program in-house. From a technical perspective, this was pretty straightforward: write a SAS program to merge our mailing list with our customer file then aggregate response and sales data. Since a common key existed on both files (finders file number), it was a simple matter to join the files and summarize the data into an Excel Pivot table. Intern level stuff.

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