Continuing professional development is a critical part of anyone’s career. Some career paths have fewer options for that development than others. Professional associations can step into that breach. The Direct Marketing Association (DMA) Analytics-CRM Community has created a professional journal for statisticians, business analysts and data scientists. It is written and refereed by volunteers, most of whom have an MS or PhD. The table of contents is shown below.
Membership in the DMA is by company. (Call 212-790-1500 to check if your company is a member.) If your company is a DMA member the digital download is free and the hard copy is $49. Nonmembers can purchase either version for $69. Enjoy!
DIRECT MARKETING ANALYTICS JOURNAL 2015
A publication from the Direct Marketing Association Analytics-CRM Community
SECTION I: ADVANCED ANALYTIC TECHNIQUES
INTEGRATING QUANTITATIVE MARKETING DATA WITH SURVEY RESEARCH VIA BAYESIAN NETWORKS
Steven Struhl, Ph.D., CEO, Converge Analytic
HIGH VALUE AUDIENCE TARGETING IN REAL-TIME MEDIA (RTM) ENVIRONMENT
Kajal Mukhopadhyay, Ph.D., Managing Partner, VP of Performance & Measurement and Mike Pisula,VP of Technology, Xaxis N.A.
BIG DATA MARKETING ANALYSIS: CHALLENGES AND PROPOSED SOLUTIONS
Anil Chaturvedi, Ph.D., Principal at sumaninc.com, Adjunct Faculty Member at both Northwestern University and The University of Chicago
APPLICATION OF UPLIFT MODELING AND PROPENSITY SCORE MATCHING TO DEVELOP AN INDUSTRIALIZED MARKETING PROGRESSION SERVICE
Adam C Prust, Consulting Statistician, Enterprise Marketing Performance, and Ramya Hari Hara Prasad,Certified IT Specialist, IBM CHQ
HOW TO IMPROVE PREDICTIVE ACCURACY AND LIFT IN YOUR ACQUISITION MODELS
Andrew Russo, Founder, Acme Explosives
SECTION II: STRATEGIC PRACTITIONERS
THE MARKETING MIX – DEVELOPING A BUSINESS CULTURE THAT ADOPTS A HOLISTIC VIEW TO MARKETING MANAGEMENT
Benjamin Hinson-Ekong, Owner/Founder, Musings Press LLC
PREDICTING CUSTOMER RETENTION FOR A HOTEL-CASINO PROPERTY
Eunju Suh, Associate Professor of Hospitality Management, Florida International University, and Matt Alhaery, Advanced Analytics Solution Architect, IBM
RETHINKING PRODUCT DEVELOPMENT IN THE DIRECT MARKETING ENVIRONMENT: LEVERAGING OPTIMIZATION TO GENERATE MORE ROI
Tim Glowa and Garry Spinks, Co-Founders and Partners, Bug Insights
MARKETING ANALYTICS FOR SMALL AND MEDIUM SIZE BRANDS
Jeffrey Parkhurst, Director of Analytics and Performance, and Cristina Turdean, Associate Director of Analytics, Pathway
