Data defines the model by dint of genetic programming, producing the best decile table.

Identifying Your Best Customers:
Descriptive, Predictive and Look-Alike Profiling
Bruce Ratner, Ph.D.

Database marketers typically attempt to improve the effectiveness of their campaigns by targeting their best customers. Unfortunately, many database marketers are unaware that typical target methods develop a descriptive profile of their target customer - an approach that often results in less-than-successful campaigns. The purpose of this article is to illustrate the inadequacy of the descriptive approach and to demonstrate the benefits of the correct predictive profiling approach. I explain the predictive profiling approach, and then expand the approach to look-alike profiling.

{If look-alike profiling is an expansion of (correct) predictive profiling, would a look-alike model validation indicate optimistic results? Yes, or No.}

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My publisher owns the copyright of the article, about which this abstract addresses. The article will appear in my forthcoming book.
My publisher has granted me permission to discuss orally the article's content, but by no means provide an outline, a draft or proof-ready of the article.

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