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Bootstraping in Direct Marketing:
A New Approach for
 Validating Response Models
Bruce Ratner, Ph.D.

Traditional validation of a response model is based on a 'hold-out' sample, which consists of individuals who are not part of the sample used in building the model itself. The validation results are probably biased and definitely incomplete - unless a resampling method is used. This article points to the weaknesses of the traditional validation, and then presents a new approach for validating response models using the bootstrap.

Related Articles:
1. Creating A Bootstrap Sample
2. When Data Are Too Large to Handle in the Memory of Your Computer 
3. A Simple Bootstrap Variable Selection Method for Building Database Marketing Models 

For more information about this article, call Bruce Ratner at 516.791.3544,
1 800 DM STAT-1, or e-mail at