what is data madelling technique

Hi Sampath
Data modelling also referred to as propensity modelling are terms used to describe statistical methods applied to data to predict outcomes. Such statistical techniques may be applied in Direct Marketing for example to predict who is going to respond to a campaign, buy a particular product or even close their account. By using the model scores as selection criteria within a campaign it allows you to target the right customers with the right message and optimise the use of the marketing budget. Common techniques used are Logistic Regression and CHAID.