Applying Predictive Analytics : Finding Value in Data

This textbook presents a practical approach to predictive analytics for classroom learning. It focuses on using analytics to solve business problems and compares several different modeling techniques, all explained from examples using the SAS Enterprise Miner software. The authors demystify complex algorithms to show how they can be utilized and explained within the context of enhancing business opportunities. Each chapter includes an opening vignette that provides real-life example of how business analytics have been used in various aspects of organizations to solve issue or improve their results. A running case provides an example of a how to build and analyze a complex analytics model and utilize it to predict future outcomes. Focuses on how to use predictive analytic techniques to analyze historical data for the purpose of predicting future results; Takes an applied approach and focus on solving business problems using predictive analytics and features case studies and a variety of examples; Uses examples in SAS Enterprise Miner, one of world's leading analytics software tools This textbook presents a practical approach to predictive analytics for classroom learning. It focuses on using analytics to solve business problems and compares several different modeling techniques, all explained from examples using SAS Enterprise Miner software. The authors demystify complex algorithms to show how they can be utilized and explained within the context of enhancing business opportunities. Each chapter included an opening vignette that provides real-life example of how business analytics have been used in various aspects of organizations to solve issue or improve their results. A running case provides an example of a how to build and analyze a complex analytics model and utilize it to predict future outcomes. Focuses on how to use predictive analytic techniques to analyze historical data for the purpose of predicting future results; Takes an applied approach and focus on solving business problems using predictive analytics and features case studies and a variety of examples; Uses examples in SAS Enterprise Miner, one of world's leading analytics software tools Front Matter ....Pages i-x Introduction to Predictive Analytics (Richard V. McCarthy, Mary M. McCarthy, Wendy Ceccucci, Leila Halawi)....Pages 1-25 Know Your Data—Data Preparation (Richard V. McCarthy, Mary M. McCarthy, Wendy Ceccucci, Leila Halawi)....Pages 27-56 What Do Descriptive Statistics Tell Us (Richard V. McCarthy, Mary M. McCarthy, Wendy Ceccucci, Leila Halawi)....Pages 57-87 Predictive Models Using Regression (Richard V. McCarthy, Mary M. McCarthy, Wendy Ceccucci, Leila Halawi)....Pages 89-121 Predictive Models Using Decision Trees (Richard V. McCarthy, Mary M. McCarthy, Wendy Ceccucci, Leila Halawi)....Pages 123-144 Predictive Models Using Neural Networks (Richard V. McCarthy, Mary M. McCarthy, Wendy Ceccucci, Leila Halawi)....Pages 145-173 Model Comparisons and Scoring (Richard V. McCarthy, Mary M. McCarthy, Wendy Ceccucci, Leila Halawi)....Pages 175-199 Back Matter ....Pages 201-205