Scoring

Objectives

The aim of this course is to introduce students to one of the leading methodologies in statistical studies applied to marketing: scoring.

In addition to the "technical" objective of mastering the scoring methodology, emphasis will be placed on the problems frequently encountered in business: eligible population, observation period, latency, data cleaning, feedback to non-statisticians, etc.

The main theme of the course will be the complete implementation of a score, based on a customer database.

Course outline

1. Overview of studies carried out
2. Scoring principles
3. Study basis
3.1. Eligible population
3.2. Variable to be explained
3.3. Reference date
3.4. Learning and validation samples
3.5. Explanatory variables
4. Modeling
4.1. Modeling techniques
4.2 Model construction
4.3. Model comparison
4.4 Interpreting the final model
5. Using the score

Prerequisites

Regression on categorical variables, descriptive statistics, inferential statistics