FEB 15, 2005 1:00am ET

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Predictive Analytics with Data Mining: How It Works

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Although you've probably heard many times that predictive analytics will optimize your marketing campaigns, it's hard to envision, in more concrete terms, what it will do. This makes it tough to select and direct analytics technology. How can you get a handle on its functional value for marketing, sales and product directions without necessarily becoming an expert?

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