Cabela's Moves from CHAID to CART (1,105 words)

Cabela's relies on its spring and fall master catalogs, as well as other promotions, for showcasing and selling its entire product line. Although the mailings were still profitable, the company decided to explore ways of combining data-mining methods to create more effective models. Cabela's made the move from a CHAID-based system to CART, which can handle continuous variables and more closely detail relationships in the data, says Lynn Karrick, Cabela's database marketing manager.