1. Chapter 12 Knowing When to Worry: Hazard Functions and Survival Analysis in Marketing

2. Data Mining Techniques So Far…
Chapter 5 – Statistics
Chapter 6 – Decision Trees
Chapter 7 – Neural Networks
Chapter 8 – Nearest Neighbor Approaches: Memory-Based Reasoning and Collaborative Filtering
Chapter 9 – Market Basket Analysis & Association Rules
Chapter 10 – Link Analysis
Chapter 11 – Automatic Cluster Detection

3. Survival Analysis
Survival Analysis – aka Time-to-Event Analysis – is very valuable for understanding customers
Survival tells us when to start worrying about customers
Most important facet of customer behavior is the customer’s tenure with us

4. Announcement
The remainder of Chapter 12 will be skipped for this course

5. End of Chapter 12