Industry WIKI

Backtesting is a term used in modeling to refer to testing a predictive model on historical data. Backtesting is a type of retrodiction, and a special type of cross-validation applied to previous time period(s). In quantitative finance, backtesting is an important step before deploying algorithmic strategies in live markets.

Customer analytics is the process of using data from customer behavior to support key business decisions through market segmentation and predictive analytics. This information is used by businesses for direct marketing, site selection, and customer relationship management. Customer analytics plays an important role in predicting customer behavior.

Customer intelligence (CI) as part of business intelligence is the process of gathering information regarding customers, and their details and activities, to build deeper and more effective customer relationships and improve decision-making by vendors.

In marketing, customer lifetime value (CLV or often CLTV), lifetime customer value (LCV), or life-time value (LTV) is an estimation and prediction of the net profit that a customer contributes to during the entire future relationship with a business. The prediction model can have varying levels of sophistication and accuracy, ranging from a crude heuristic to the use of complex predictiv

Database marketing is a form of direct marketing that uses databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing.

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. Commonly used in business-to-business, business-to-government, or longer business-to-consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.

In marketing, lead generation () refers to the process of attracting and capturing consumer interest in a product or service. A lead is the contact information and, in some cases, demographic information of a customer who is interested in a specific product or service.

Marketing accountability is a term that signifies management with data that is understandable to the management of the enterprise. "Accountable Marketing" is another name that can be given to this process.

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

In finance and mathematics, predictive modelling is the use of statistics to predict outcomes. Most often the event one wants to predict is in the future, but predictive modelling can be applied to any type of unknown event, regardless of when it occurred. For example, predictive models are often used to detect crimes and identify suspects, after the crime has taken place.