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TDWI FlashPoint: Exclusive Excerpt for The Modeling Agency Subscribers

We'd like to extend a special welcome to TMA's newsletter subscribers! Below, you'll find an excerpt from "How to Achieve Far-From-Average Performance with Predictive Analytics" by Thomas A. "Tony" Rathburn. This article was published in the July 2011 issue of TDWI FlashPoint.

Distributed monthly via e-mail to thousands of BI/DW professionals, TDWI FlashPoint features unique how-to articles, key findings from TDWI Research, and tips on building and managing BI/DW teams. Written by TDWI Premium Members, fellows, and instructors, the focus is on timely BI and DW issues.

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How to Achieve Far-From-Average Performance with Predictive Analytics

By Thomas A. "Tony" Rathburn

Does anyone really want to be “normal”? When you were growing up, did you daydream about how great your future would be if you could just live your life as “normal”? Another dirty word is average. No one wants an “ordinary” or “average” résumé; we want to stand out, be different. We won’t settle for an “average” data warehouse, either.

In business, we develop and maintain many relationships. We have relationships with our customers, suppliers, and coworkers. We spend a great deal of time collecting information about those relationships, storing it, and analyzing it. We do so in the hope that, through effective analysis, we can discover key data points that will help us develop a strategy to enhance our business performance.

In this article, I’m asking you to consider that there is a basic flaw in the way most business people approach this effort. Many of us tend to treat our business relationships as coming from a single population. ...

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About the Author

Thomas A. “Tony” Rathburn is a senior consultant with The Modeling Agency and has over 25 years of predictive analytics development experience. Tony will present two new courses at the TDWI San Diego World Conference in August.

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