Understanding Business
12th Edition
ISBN: 9781259929434
Author: William Nickels
Publisher: McGraw-Hill Education
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Background information: Often the challenge in using predictive models boils down to understanding the nature of cause and effect. Although statistical analysis might reveal that two observable events tend to happen at similar times, it does not necessarily mean that one event “causes” the other. What is more important: to understand what will happen next or why it will happen?
What implications does your answer have for CRM design?
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