Methodologies and Services | Typical
Assignments | Why Wheaton Group?
| Principals | Endorsements
| Chicago Office
 Jim
Wheaton
Summary of Experience || Published
Articles || Speech Titles
Published Articles
"Answers to Data Mining Questions,
Part 1,” DM News, November 1, 2004
"Who Responded to the Promotion?”
DM News, September 20, 2004
"Is a Prospect Database Right for
You?” DM News, September 6, 2004
"Focus Groups, Surveys Boost Response,”
DM News, June 7, 2004
"Enhance Lists with Overlay Data,
Part 3” DM News, January 5, 2004
"Enhance Lists with Overlay Data,
Part Two” DM News, September 8, 2003
"Selecting the Right Predictive
Model,” DM News, July 7, 2003
"Poor Hygiene Corrupts Analysis,”
DM News, June 2, 2003
"Enhance Lists with Overlay Data,”
DM News, April 7, 2003
"Integrate Skill Sets with Data
Mining Techniques,” DM News, February 10, 2003
"Answers to 4 Common List Questions,”
DM News, November 4, 2002
"Improve Use of Quantitative Methods,”
DM News, August 26, 2002
"Explaining Disappointing Rollouts,”
DM News, May 6, 2002
"Merge/Purge and DM Success,”
DM News, March 4, 2002
"Why So Many Rollouts Disappoint,”
DM News, February 4, 2002
"Identifying Millions in Lost Revenue,”
DM News, January 7, 2002
"The Superiority of Statistics-Based
Predictive Models Versus RFM Cells,” DMA's 2001 Research Council
Journal
"How Big Should My Test Be?”
DM News, October 1, 2001
"Merge/Purge Can Alter List Strategy,”
DM News, September 3, 2001
"Insights from the Evaluation Process,”
Target Marketing, May 2001
"Career Advancement in Data Mining,”
DM News, March 19, 2001
"Working the Phone as a CRM Tool;
7 Rules for Prospect and Customer Relationship Management in a Call
Center Environment,” Target Marketing, January 2001
"Teamwork Lets Prospect/Customer
Relationship Marketing Enrich Data,” DM News, Dec. 4, 2000
"Data Leveraging Architects:
Critical to Optimal Customer Relationship Management,” Direct,
March, 2000
"The Non-Modeling Part of Predictive
Modeling,” Catalog Age, November 1999
"Multiple Analytical Tools for Optimal
Targeting,” Catalog Age, February 1999
"Unleashing the Power of a Demographic
and Psychographic Database Enhancement,” Target Marketing,
October 1998
"Prospecting’s Lifetime Value
Equation,” Catalog Age, July 1998
"Data Detectives: Number Crunching
Alone Won’t Build You a Successful Predictive Model,”
Catalog Age, May 1998
"Database Marketing for Retailers:
A Six-Step Program Using Point-of-Sale Purchase Information,”
Direct Marketing Association's Retail Council Newsletter, March
1998
"Individual/Household Demographics
& Psychographics: Applications in Descriptive & Predictive
Research,” DMA's 1997 Research Council Journal
"The Fallacy of Automated Modeling,"
DMA's 1996 Research Council Journal
"Improved Data Will Produce
Better Models," DM News, October 1996
"Multiple Modeling Tools:
Key to Sophisticated Database Marketing," DM News, September
1996
"Superiority of Tree Analysis Over
RFM; How it Enhances Regression," DM News, August 12, 1996
"RFM Cells: The 'Kudzu' of
Segmentation," DM News, July 15, 1996
"How to Calculate the Financial
Impact of Predictive Modeling," Part 1, DM News, December
1995
"How to Calculate the Financial
Impact of Predictive Modeling," Part 2, DM News, January
1996
"Myths and Realities of Building
Models," DM News, October 1994
"Common Errors in the Use of Overlay
Data," DM News, September 1994
"How Not to Do Predictive Modeling,"
The Cowles Report on Database Marketing, August 1994
"The Meaning of Merge/Purge,"
Direct Marketing Magazine, January 1990
What to Look For When Evaluating Merge/Purge Systems," Direct
Marketing Magazine, a six-part series, July through December 1987
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