Every organization captures large amounts of data, amounts that continue to increase every year, but this vital asset is often disconnected from strategic decision-making process.

Progress in database technologies, statistics, and machine learning concepts have improved techniques for detecting patterns in large datasets, but the discipline still requires an incredible amount of expertise to implement predictive analytics effectively; to deliver accurate, understandable, and actionable analysis. In a nutshell, how do we:

• Map marketing goals to appropriate predictive algorithms?
• Perform data hygiene and transformations?
• Build models and test results?

Our process starts with ensuring the appropriate business considerations are considered, as well as determining the appropriate level of infrastructure investment that may be necessary to support the data mining initiative. From here, we validate the various data sources, extracting and transforming the data so that it can be integrated into a holistic whole, ready for the models and downstream analysis.