Cabela's Moves from CHAID to CART (1,105 words)
Rather than making splits of an equal number in each segment, CART split the scores where there was a significant difference between performance within customer groups. This helped define points where the company could maintain its target profitability. The most important score was the one dividing those that would receive the mailing from those that would not.
Cabela's is still waiting for the final results on the success of its spring mailing model. However, Karrick plans to use CART for myriad analyses, including determining which buyers will purchase from certain product groups. n
Kimberly Rengle is a San Diego-based writer specializing in data-mining and technology issues. For information on Salford Systems, contact Kerry Martin at (619) 543-8880, or visit www.salford-systems.com.