David Coppock would like to thank Drew Talbot, vice president and senior consultant of ANALYTICi, a division of IPG, for contributing this month’s column.

Imagine a data mining and modeling project that goes flawlessly. After some hard work to get the data, make it usable, select variables and write programs, the model validates beautifully. To the modeler, the findings look like they might be really important. A meeting is held, the findings are discussed and then…nothing. Weeks go by. The database has been scored and the findings discussed again with the project sponsors, the agency and various others, but no tests begin. The project quietly dies.

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