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It's Not a Black Box! Explaining Predictive Models to the Masses


Sarah Holder, Senior Market Research Analyst, Duke Energy
John Mills, Lead Analyst, Duke Energy

The Market Analytics group at Duke Energy has been using propensity models to target marketing messages for years. However, getting the marketing team to trust numbers over their years of experience with targeting was a challenge. We used the graphic capabilities in JMP to explain how our models work and gain the trust of our peers. In this session, I will touch on the success Duke has experienced since the implementation of propensity models in outbound marketing, and also demonstrate the various graphical outputs JMP Pro creates when building a logistic regression model.

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