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Principals

Jim Wheaton

Summary of Experience || Published Articles || Speech Titles

Published Articles

"Answers to Data Mining Questions, Part 1,” DM News, November 1, 2004

"Who Responded to the Promotion?” DM News, September 20, 2004

"Is a Prospect Database Right for You?” DM News, September 6, 2004

"Focus Groups, Surveys Boost Response,” DM News, June 7, 2004

"Enhance Lists with Overlay Data, Part 3” DM News, January 5, 2004

"Enhance Lists with Overlay Data, Part Two” DM News, September 8, 2003

"Selecting the Right Predictive Model,” DM News, July 7, 2003

"Poor Hygiene Corrupts Analysis,” DM News, June 2, 2003

"Enhance Lists with Overlay Data,” DM News, April 7, 2003

"Integrate Skill Sets with Data Mining Techniques,” DM News, February 10, 2003

"Answers to 4 Common List Questions,” DM News, November 4, 2002

"Improve Use of Quantitative Methods,” DM News, August 26, 2002

"Explaining Disappointing Rollouts,” DM News, May 6, 2002

"Merge/Purge and DM Success,” DM News, March 4, 2002

"Why So Many Rollouts Disappoint,” DM News, February 4, 2002

"Identifying Millions in Lost Revenue,” DM News, January 7, 2002

"The Superiority of Statistics-Based Predictive Models Versus RFM Cells,” DMA's 2001 Research Council Journal

"How Big Should My Test Be?” DM News, October 1, 2001

"Merge/Purge Can Alter List Strategy,” DM News, September 3, 2001

"Insights from the Evaluation Process,” Target Marketing, May 2001

"Career Advancement in Data Mining,” DM News, March 19, 2001

"Working the Phone as a CRM Tool; 7 Rules for Prospect and Customer Relationship Management in a Call Center Environment,” Target Marketing, January 2001

"Teamwork Lets Prospect/Customer Relationship Marketing Enrich Data,” DM News, Dec. 4, 2000

"Data Leveraging Architects:  Critical to Optimal Customer Relationship Management,” Direct, March, 2000

"The Non-Modeling Part of Predictive Modeling,” Catalog Age, November 1999

"Multiple Analytical Tools for Optimal Targeting,” Catalog Age, February 1999

"Unleashing the Power of a Demographic and Psychographic Database Enhancement,” Target Marketing, October 1998

"Prospecting’s Lifetime Value Equation,” Catalog Age, July 1998

"Data Detectives:  Number Crunching Alone Won’t Build You a Successful Predictive Model,” Catalog Age, May 1998

"Database Marketing for Retailers:  A Six-Step Program Using Point-of-Sale Purchase Information,” Direct Marketing Association's Retail Council Newsletter, March 1998

"Individual/Household Demographics & Psychographics:  Applications in Descriptive & Predictive Research,” DMA's 1997 Research Council Journal

"The Fallacy of Automated Modeling," DMA's 1996 Research Council Journal

"Improved Data Will Produce Better Models," DM News, October 1996

"Multiple Modeling Tools:  Key to Sophisticated Database Marketing," DM News, September 1996

"Superiority of Tree Analysis Over RFM; How it Enhances Regression," DM News, August 12, 1996

"RFM Cells:  The 'Kudzu' of Segmentation," DM News, July 15, 1996

"How to Calculate the Financial Impact of Predictive Modeling," Part 1,  DM News, December 1995

"How to Calculate the Financial Impact of Predictive Modeling," Part 2,  DM News, January 1996

"Myths and Realities of Building Models," DM News, October 1994

"Common Errors in the Use of Overlay Data," DM News, September 1994

"How Not to Do Predictive Modeling," The Cowles Report on Database Marketing, August 1994

"The Meaning of Merge/Purge," Direct Marketing Magazine, January 1990

What to Look For When Evaluating Merge/Purge Systems," Direct Marketing Magazine, a six-part series, July through December 1987

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