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Do You Even Data

A data-driven marketing blog

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Understanding Artificial Intelligence

In the mid 80’s I worked at Texas Instruments.  One of the many interesting projects that I worked on was “publishing our Understanding series of books”.  The last one I worked on was Understanding AI—the cover of that book is depicted below.


In 2019, DDG offers direct marketing analytics using a narrow application of AI—machine learning.

Our Reach platform will accept a. a customer file or b. a campaign file—consumers mailed and consumers who responded

Depending on whether you input a or b you gain a different analytical output.  The customer file input will drive a Lookalike model—what variables define your customer best.  While the campaign files will drive a predicted response model.

Our data scientists and our platform developers placed our modeling software into an AWS machine learning environment i.e. system is standardized and automated in a scalable server farm to produce the model outcome in minutes.

There are many steps in this process

  1. Your files are loaded
  2. The name and address is data wrangled
  3. DecisionPoints variables and values are appended
  4. The model is built—10 exploratory runs and then 90 iterations of best scheme
  5. The presentation of the model is created and presented
  6. Once you indicate the quantity of prospect names desired, the file is scored and the names fulfilled

It is very “Wizard of OZ” to this direct marketing elder who has been producing logistic regression models for decades.  But I am thrilled that DDG can react to a client need immediately.

Mike Hail
Mike Hail
Mike Hail serves as CEO of Data Decisions Group. Previously, he has been CEO, Web Decisions Group, CEO, Yankelovich, CEO, Knowledgebase Marketing. With 41 years of marketing experience on both sides of the desk, Mike acts as the professional listener and interpreter for our client engagements. He focuses on the data and analytical aspects of our solutions.