1. DR. SATISH NARGUNDKAR GEORGIA STATE UNIVERSITY Analytics Overview

2. Key Tasks in Analytics/Data Mining 1. Segmentation Subjective Cluster Analysis Hierarchical K-Means 2. Prediction / Classification Regression Techniques – Linear, Logistic Classification Trees 3. Association Matching Market Basket Analysis

3. The Data Mining Process The Cross-Industry Standard Process for Data Mining (CRISP-DM) Shearer, 2000

4. Application in Financial Services Product Planning Customer Acquisition Collections and Recovery Customer Manage- ment Customer Valuation Stage 1Stage 2 Stage 4 Stage 3

5. Measuring Effectiveness Percent of population targeted 100 0 90 45 Targeting Random mailing Percent of potential responders captured Lift/Gains Chart