JSM 2005 - Toronto

Abstract #302874

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Legend: = Applied Session, = Theme Session, = Presenter
Activity Number: 177
Type: Topic Contributed
Date/Time: Monday, August 8, 2005 : 2:00 PM to 3:50 PM
Sponsor: Business and Economics Statistics Section
Abstract - #302874
Title: Statistical Models for Targeted Marketing of Services Engagements
Author(s): Bonnie Ray*+
Companies: IBM
Address: PO Box 218, Yorktown Heights, NY, 10598, United States
Keywords: outsourcing ; repeated measures ; corporate finance
Abstract:

We present an approach used at IBM to build propensity-to-buy models for IT services engagements. These models are used to assist in the identification of companies or organizations preferentially inclined to outsource a component of their IT operations. We discuss the variables used in the model, the modeling approach, and various issues that had to be addressed, including handling of missing values, outlier identification, model validation, and uncertainty in categorical predictor values. We also briefly discuss how the model results have been deployed and used at IBM and their impact thus far.

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