Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die (Hardcover)

Foreword Thomas H. Davenport xiii Preface xv What is the occupational hazard of predictive analytics? Introduction: The Prediction Effect 1 Chapter 1: Liftoff! Prediction Takes Action (deployment) 17 Chapter 2: With Power Comes Responsibility: Hewlett-Packard, Target, and the Police Deduce Your Secrets (ethics) 37 Chapter 3: The Data Effect: A Glut at the End of the Rainbow (data) 67 Chapter 4: The Machine That Learns: A Look Inside Chase's Prediction of Mortgage Risk (modeling) 103 Chapter 5: The Ensemble Effect: Netflix, Crowdsourcing, and Supercharging Prediction (ensembles) 133 Chapter 6: Watson and the Jeopardy! Challenge (question answering) 151 Chapter 7: Persuasion by the Numbers: How Telenor, U.S. Bank, and the Obama Campaign Engineered Influence (uplift) 187 Afterword 218 Ten Predictions for the First Hour of 2020 Appendices A. Five Effects of Prediction 221 B. Twenty-One Applications of Predictive Analytics 222 C. Prediction People--Cast of "Characters" 225 Notes 228 Acknowledgments 290 About the Author 292 Index 293