Great Lakes Analytics Conference :: Nadine Castellano скачать в хорошем качестве

Great Lakes Analytics Conference :: Nadine Castellano

Nadine Castellano Vice President of Client Development | Market Probe Visualizing Attribute Importance to Enhance Managerial Decision Making Attribute importance is a difficult concept as it can be in the eye of the beholder. Most people may think of absolute importance even though relative importance may be more applicable to management. Importance may also vary depending upon the outcomes that are considered. In this talk, the pros and cons of numerically deriving importance are discussed. Some derived techniques require active experimentation while others work with passive observations. A case study is used to show potential differences in derived importance techniques including correlation, beta's, combinatorial importance, Johnson’s Epsilon and Random Forest measures. Nadine Castellano is vice president of client development at Market Probe, a global market research firm specializing in satisfaction, loyalty, and customer experience. She has taught marketing research at the University of Wisconsin-Milwaukee, focusing on multivariate techniques and their role in research storytelling. Nadine has also taught introduction to marketing while in pursuit of a PhD at the University of Iowa. She is the recipient of the Marketing Science Institute’s Alden G. Clayton Dissertation Proposal Award. Nadine earned a Bachelor of Science degree from the University of Wisconsin-Madison and an MBA from the University of Iowa.