Click here to learn about the new Predictive Modeling Course!



“Discover the Data Mining Recipe
to Increase Profits and Reduce Costs
in Today's Business World.”
"Finally, a book that thoroughly explains predictive and descriptive modeling in simple language. It discusses the importance of defining the objective as well as using quality data. Parr-Rud uses real world examples to detail methods for building response, risk, churn, and lifetime value models. She even includes several validation techniques that are not available in most packaged solutions. A very accessible book." - Reader Review


Now available, this insightful book shows you how to create and implement models of the most commonly asked data mining questions for marketing, sales, risk analysis, and customer relationship management and support.

In addition to real world experience and understanding, you'll get time-tested proven modeling techniques that address specific questions to help you find ingenious new ways to increase profit and cut costs.

Starting from the basics, you'll learn how to plan the menu and choose the right ingredients - or ask the right questions and get data ready to mine - before you get down to the business of creating the meal.

You'll find numerous case studies that detail available data sources for developing targeting models, then learn to process, evaluate, and implement them through an extensive case study of a lifetime value model for a life insurance direct-mail campaign.

This step-by-step guide will help you to:

    • Mine your company's data or find outside sources for your project
    • Select and transform the variables when preparing data for modeling
    • Test and validate response, activation, and profitability models
    • Perform customer analysis through profiling and segmentation
    • Build models to predict response, risk, churn, and lifetime value
    • Use models for Web-based marketing and customer support

Click here to buy it through Amazon



About the Author: C. Olivia Parr Rud has over 25 years in the database marketing industry with a 15-year emphasis in data mining, modeling and segmentation for the credit card, insurance, telecommunications, resort, retail and catalog industries.

As an analyst, she challenged the traditional ways and invented new ways of applying statistics in marketing. As a manager, she mentored and coached analysts to balance their highly technical skills with effective communication and creative thinking skills.

As a consultant, Olivia uses a blend of her leadership skills, analytic training and creative talents to provide analysis and develop solutions for her clients in the areas of acquisition, retention, risk and overall profitability.

Prior to forming OLIVIAGroup, Olivia held senior management positions at DataSquare, DirectCom, Fleet Credit Card Bank, Advanta Credit Card Bank, National Liberty Insurance and Providian Bancorp. In these roles, Olivia helped to integrate analytic capabilities into every area of the business including campaign management, customer relationship management, risk, pricing, and customer service.

Olivia has a BA in Mathematics from Gettysburg College and an MS in Decision and Information Systems, with an concentration in statistics, from Arizona State University. She is a member of Phi Kappa Phi National Honor Society and Alpha Delta Iota National Honor Society, Decision Sciences, Arizona State University, 1991.

To inquire about hiring Olivia to speak or consult, please call (215) 242-2260.


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Data Mining Cookbook
by Olivia Parr Rud
Published by John Wiley & Sons
ISBN 0-471-38564-6

© 2003 by Olivia Parr Rud and The Olivia Group