David Coppock has more than 20 years of experience in technical and strategic marketing positions. As senior vice president of Data Mining and Modeling at ANALYTICi he has implemented leading edge methodologies for targeting, segmentation and marketing strategy applications. He also led the Analytic Database Marketing Division at AT&T. He holds a Ph.D. in economics from Yale University and can be contacted at dcoppock@patmedia.net.

The Bayesian Debate
October 2, 2003

Application of Data Mining Techniques
August 1, 2003

Galileo and Marketing Analytics
June 26, 2003

ROI and Balanced Scorecards
May 30, 2003

From Survey Response to Customer Insight
April 25, 2003

Customer Motivation
March 28, 2003

So You Have a Model, Now What?
February 21, 2003

Data Mining and Modeling: So You Have a Model, Now What?
February 21, 2003 A team that incorporates leadership, communications skills and an understanding of the culture of the organization can turn...

Analytic Modeling Advances
December 27, 2002

Data Mining and Modeling: A New Approach to Loyalty?
November 22, 2002 A recent article by Werner Reinartz and V. Kumar entitled "The Mismanagement of Customer Loyalty" establishes that current...

A New Approach to Loyalty?
November 21, 2002

Data Mining and Modeling: Accounting for Individual Differences
October 25, 2002 Forgetting that people are different can have significant consequences for marketing strategy.

Accounting for Individual Differences
October 24, 2002

Data Mining and Modeling: Why Who Buys What Matters
September 20, 2002 Product affinity analysis is one way to add value to marketing strategies.

Why Who Buys What Matters
September 19, 2002

Market Segmentation and Best Customers
August 23, 2002 This column will focus on one of the key distinctions in segmentation methodology: descriptive segmentation vs....

Market Segmentation and Best Customers
August 22, 2002 This column will focus on one of the key distinctions in segmentation methodology: descriptive segmentation vs....

Differing Views on Data Mining
July 26, 2002 By contrasting some negative views of data mining (reservations from economists and statisticians) with successful...

Differing Views on Data Mining
July 26, 2002

Data Mining and Modeling: Why Lift?
June 28, 2002 Lift is probably the most commonly used metric to measure the performance of targeting models in marketing applications....

Why Lift?
June 21, 2002

Don’t Leave Learning to Chance
May 24, 2002

Data Mining and Modeling: Don’t Leave Learning to Chance
May 24, 2002 A learning strategy consists of many elements – some of these will be very familiar concepts. Yet in many marketing...

Modeling to Reduce Attrition
April 12, 2002

Model Validity
March 22, 2002

The Many Faces of Customer Lifetime Value
February 21, 2002

Data Mining Automation
January 25, 2002

When is a Black Box Not Enough?
December 24, 2001

Don't Jump the Gun on Classification
November 26, 2001

Boom Times
October 22, 2001

Making Sense Out of Marketing Optimization
October 12, 2001 This article presents a useful way to think about the types and uses of marketing optimization techniques.