Predictive Analytics - AMSRS recorded webinar

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Instructor

AMSRS Australia

The Australian Market & Social Research Society Limited (AMSRS) is a not-for-profit professional membership body of over 2,000 market and social research professionals who are dedicated to increasing the standard and understanding of market and social research in Australia. The Society assists members to develop their careers by heightening professional standards and ethics in the fields of market and social research. Learn more about the AMSRS's: The Society works closely with the Association of Market and Social Research Organisations (AMSRO) in Australia to achieve these aims. The Society is affiliated with market research societies internationally and is a member of the Asia Pacific Research Committee (APRC) www.aprc-research.com and the Global Research Business Network (GRBN) www.grbn.org

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Overview

Background 


Predictive analytics encompasses a variety of statistical techniques from modelling, machine learning, and data mining that analyze current and historical facts to make predictions about future or otherwise unknown events.  

In business, predictive models exploit patterns found in historical and transactional data to identify risks and opportunities. Models capture relationships among many variables and assess risk or potential to guide decision making. 

Predictive Analytics is a hot topic but, unfortunately, there is a great deal of confusion about what it is and how it fits into marketing research.  This webinar will clear up these misunderstandings and offer practical tips and guidelines for marketing researchers. 

 

Learning Objectives 
 

On completion of this webinar, you will learn: 

  • What Predictive Analytics is and what it isn't
  • How it is similar to standard marketing research analytics and how it is different
  • Key concepts, dos and don'ts
  • Common techniques used for Predictive Analytics
  • Where to look for further information about Predictive Analytics.

 

Webinar Time: 1-hour webinar   

Speaker:  Kevin Gray 

 

Kevin Gray is a marketing scientist who has been in marketing research for more than 25 years.  Kevin has worked for The Nielsen Company's customized (CR) division, Kantar Research International and McCann Erickson as well as on the client side.   
In 2008, Kevin established Cannon Gray, a Tokyo-based marketing science and analytics company that partners with clients, marketing research agencies, consultants and ad agencies located in many regions of the world. 

As a member of the American Marketing Association and the American Statistical Association, Kevin is always keen to learn about innovations in marketing research and to borrow ideas from other disciplines.  

 

 

Course content

  • Predictive analytics video

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