Apache Spark empowers predictive analytics and machine learning by increasing the reach and potential. But, before jumping to new deployments, it’s critical we 1) get the analytics right and 2) not overlook less conspicuous business opportunities. In this keynote, Predictive Analytics World founder and “Predictive Analytics” author Eric Siegel ramps you up on a dangerous pitfall and a critical value proposition:
– PITFALL: Avoiding BS predictive insights, i.e., “bad science,” spurious discoveries
– OPPORTUNITY: Optimizing marketing persuasion by predicting the *influence* of marketing treatments, i.e., uplift modeling
Eric Siegel, Ph.D., founder of the Predictive Analytics World conference series and executive editor of The Predictive Analytics Times, makes the how and why of predictive analytics understandable and captivating. He is the author of the award-winning Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, a former Columbia University professor who used to sing to his students, and a renowned speaker, educator, and leader in the field. Eric has appeared on Al Jazeera America, Bloomberg TV and Radio, Business News Network (Canada), Fox News, Israel National Radio, NPR Marketplace, Radio National (Australia), and TheStreet. He and his book have been featured in Businessweek, CBS MoneyWatch, Contagious Magazine, The European Business Review, The Financial Times, Forbes, Forrester, Fortune, Harvard Business Review, The Huffington Post, The New York Review of Books, Newsweek, Quartz, Salon, Scientific American, The Seattle Post-Intelligencer, The Wall Street Journal, The Washington Post, and WSJ MarketWatch. Follow him at @predictanalytic.