In This Chapter
Defining your business objective
Preparing your data
Developing, testing, and evaluating the model
Deploying and maintaining the model
Some claims are fraudulent. Some customers will churn. Some transactions are fraudulent. Some investments will be a loss. Some employees will leave. But the burning question in everyone’s mind is: Which ones?
Building a predictive analytics model can help your business answer such questions. The model will look at the data you have about your customers, for example, and tell you the probability of customer churning. But such questions merely touch upon the surface of what predictive analytics can do; the potential applications of this fascinating discipline are endless.
As mentioned earlier in the book, a model is a mathematical representation of a real-world phenomenon we’re interested in making sense of. For example, you can use the data you have to build a model that mimics the stock market in which your firm is actively engaged in all sort of trades — and then your job is to sort out the ...