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DRIVING BETTER BUSINESS DECISIONS:<br /> WHAT'S LURKIN IN THE DATA?<br /> RM & DM: THE PERFECT PAIR<br /> Integrating revenue management and digital marketing produces marketing magic<br /> WE RE ALL JUST NUMBERS<br /> Modeling humanity: Excerpt from The Numerati, Plus a Q&A with the author<br /> MICROTARGETING CAMPAIGNS<br /> Both political parties use it successfully, but does it negatively<br /> impact governance?<br /> ALSO INSIDE:<br /> • THE H-P WAY: Practicing analytics at a big company<br /> • DECISION ANALYSIS: What's new, trendy in DA software<br /> • INFORMS MEETING: Applying science to art of business<br /> Analytics is a work in progress, from the editorial content to the layout. Beginning with this issue, we switched from a traditional vertical magazine layout with 11-point type to a landscape format with 14-point type. That sounds like publishing “inside baseball,” but the goal is quite simple: make the shape of the magazine fit the shape of your computer sc<a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 1" href="http://viewer.zmags.com/publication/d10da139?page=1">DRIVING BETTER BUSINESS DECISIONS: WHAT'S LURKIN </a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 2" href="http://viewer.zmags.com/publication/d10da139?page=2">Analytics is a work in progress, from the editoria</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 3" href="http://viewer.zmags.com/publication/d10da139?page=3">CONTENTS FEATURES RM & DM: THE PERFECT MARRI</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 4" href="http://viewer.zmags.com/publication/d10da139?page=4">Analytics (ISSN 1938-1697) is published quart</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 5" href="http://viewer.zmags.com/publication/d10da139?page=5">Viewpoint BIG BROTHER'S CAMPAIGN Political p</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 6" href="http://viewer.zmags.com/publication/d10da139?page=6">and crafting appeals to address those interests. </a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 7" href="http://viewer.zmags.com/publication/d10da139?page=7">Was It Something I Said? SINGING THE SILICON VA</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 8" href="http://viewer.zmags.com/publication/d10da139?page=8">The reality is that most analytic projects’ and c</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 9" href="http://viewer.zmags.com/publication/d10da139?page=9">REVENUE MANAGEMENT & DIGITAL MARKETING REVENUE</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 10" href="http://viewer.zmags.com/publication/d10da139?page=10">maximizes profit generation by moving prices to m</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 11" href="http://viewer.zmags.com/publication/d10da139?page=11">can include video, images, news and local maps, a</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 12" href="http://viewer.zmags.com/publication/d10da139?page=12">of price cuts do not show up as explicit expenses</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 13" href="http://viewer.zmags.com/publication/d10da139?page=13">to tight margins that can be doubled or halved by</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 14" href="http://viewer.zmags.com/publication/d10da139?page=14">emerges from a retail Weblog than from monitoring</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 15" href="http://viewer.zmags.com/publication/d10da139?page=15"> THE NUMERATI: WERE ALL JUST A NUMBER MATHEMA</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 16" href="http://viewer.zmags.com/publication/d10da139?page=16">the ability for tech-savvy companies to “mathemat</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 17" href="http://viewer.zmags.com/publication/d10da139?page=17">high-risk loans in mortgage packages that were co</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 18" href="http://viewer.zmags.com/publication/d10da139?page=18">at us. Secondly, a lot of people are concerned ab</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 19" href="http://viewer.zmags.com/publication/d10da139?page=19">EXCERPTS FROM “THE NUMERATI” BY STEPHEN BAKER </a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 20" href="http://viewer.zmags.com/publication/d10da139?page=20">EXCERPTS FROM “THE NUMERATI” CONTINUED... Web p</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 21" href="http://viewer.zmags.com/publication/d10da139?page=21">INSIDE HP: HEWLETT PACKARD'S INTERNAL CONSULTING </a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 22" href="http://viewer.zmags.com/publication/d10da139?page=22">skills and business domain expertise. They differ</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 23" href="http://viewer.zmags.com/publication/d10da139?page=23">Unlike most generalist management consultants tho</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 24" href="http://viewer.zmags.com/publication/d10da139?page=24">that writing an effective report or delivering an</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 25" href="http://viewer.zmags.com/publication/d10da139?page=25">a problem and then breaking the problem into smal</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 26" href="http://viewer.zmags.com/publication/d10da139?page=26">it tractable. They are overlooked because it is e</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 27" href="http://viewer.zmags.com/publication/d10da139?page=27"> DECISION ANALYSIS SOFTWARE SURVEY DECISIO</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 28" href="http://viewer.zmags.com/publication/d10da139?page=28">software packages matched to virtually all curren</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 29" href="http://viewer.zmags.com/publication/d10da139?page=29">decision-maker, then notebook computer- based too</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 30" href="http://viewer.zmags.com/publication/d10da139?page=30">MODELING PHILOSOPHY MORE IMPORTANT than the softw</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 31" href="http://viewer.zmags.com/publication/d10da139?page=31">a sequence of decisions, likely with uncertainties</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 32" href="http://viewer.zmags.com/publication/d10da139?page=32">OPTIMIZING WEYERHAEUSER'S RENEWABLE RESOURCES BY</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 33" href="http://viewer.zmags.com/publication/d10da139?page=33">O.R. applications flourished. One of the projects</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 34" href="http://viewer.zmags.com/publication/d10da139?page=34">Geographic planning system. Within Weyerhaeuser, </a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 35" href="http://viewer.zmags.com/publication/d10da139?page=35">is viewed as desirable, but risky, from the busin</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 36" href="http://viewer.zmags.com/publication/d10da139?page=36">CONFERENCE PREVIEW PRACTICE MAKES PERFECT PREVIE</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 37" href="http://viewer.zmags.com/publication/d10da139?page=37">for practice-oriented graduate students), Soft Sk</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 38" href="http://viewer.zmags.com/publication/d10da139?page=38">director of Decision Engineering at Schneider Nat</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 39" href="http://viewer.zmags.com/publication/d10da139?page=39">current business practice and the business people</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 40" href="http://viewer.zmags.com/publication/d10da139?page=40">MEET SOME MEMBERS OF THE ADVISORY COUNCIL We as</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 41" href="http://viewer.zmags.com/publication/d10da139?page=41">THE SECRET OF ACCREDITATION BY DOUGLAS SAMUELSO</a> <a title="Analytics: Revenue Management, Digital Marketing, DA Software, etc page 42" href="http://viewer.zmags.com/publication/d10da139?page=42">“In addition,” the oracle pointed out, “you know </a>