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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 "Performance Synergy: Leveraging Analytics with Predictive Modeling" by Thomas A. "Tony" Rathburn. This article was published in the April 2012 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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Performance Synergy: Leveraging Analytics with Predictive Modeling

By Thomas A. "Tony" Rathburn


Although the importance of a basic level of literacy in analytics is a universally accepted prerequisite for today’s business manager, this foundation too often comes in a math context rather than in a decision-making context.

This issue is further exaggerated by the proliferation of business intelligence, data mining, and predictive analytics approaches that promote the importance of advanced mathematics and sophisticated technology over the fundamental purpose of enhancing business performance.

Recently, we have witnessed the proliferation of predictive analytics as a potential replacement technology to meet the challenges left unanswered by statistics.

This article explains why statistics and predictive analytics should be viewed as complementary technologies; each effectively enhances business performance. ...

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About the Author

Thomas A. “Tony” Rathburn is a senior consultant and training director with The Modeling Agency, and has over 25 years of data mining and predictive modeling project experience across a broad range of industries and application areas. Tony has been a regular presenter of predictive analytics and data mining courses at TDWI World Conferences since 2003.

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