Classifying Customers Using IBM SPSS Modeler (V16)

Introduction to Classifying Customers

• List three modeling objectives
• List two business questions that involve classifying customers
• Explain the concept of field measurement level and its implications for selecting a modeling technique
• List three types of models to classify customers
• Determine the classification model to use

Building Your Tree Interactively with CHAID

• Explain how CHAID grows a tree
• Build a customized model using CHAID
• Evaluate a CHAID model by means of accuracy, risk, response and gain
• Use the model nugget to score records

Building Your Tree Interactively with C&R Tree and Quest

• Explain how C and R Tree grows a tree
• Explain how Quest grows a tree
• Build a model interactively using C and R Tree and Quest
• List two differences between CHAID, C and R Tree, and Quest

Building Your Tree Directly

• Customize two options in the CHAID node
• Customize two options in the C and R Tree node
• Customize two options in the Quest node
• Customize two options in the C5.0 node
• Use the Analysis node and the Evaluation node to evaluate and compare models
• List two differences between CHAID, C and R Tree, Quest, and C5.0

Using Traditional Statistical Models

• Explain key concepts for Discriminant
• Customize one option in the Discriminant node
• Explain key concepts for Logistic
• Customize one option in the Logistic node
• List two differences between Discriminant and Logistic

Using Machine Learning Models

• Explain key concepts for Neural Net
• Customize one option in the Neural Net node