"It is truly an honor to be recognized for producing one of the top data modeling solutions," said Ward Thomas, Director of Analytics, Euro RSCG Discovery.
"We approached this challenge as if it were posed by one of our clients, so our success really validates our methodology, technique and decade of category experience in a real world environment. Thank you to the DMA Analytics Council for showcasing the work we do and for raising the profile of our industry."
The DMA Challenge represents innovative thinking, cutting edge methodologies and best practices of analytic applications regarding direct response and customer analytics for the direct marketing community. Annually, industry leaders are invited to put their methodologies to the test and create predictive models against the same "training" dataset. Each firm's predictive model is applied to a separate dataset and judged for accuracy by the Challenge sponsors. This year's challenge was more complex, as firms had to analyze an attitudinal segmentation, create a predictive classification model, and then infer that segmentation onto a customer database.
The top three agencies, including Euro RSCG Discovery, presented their strategic solutions during a presentation for the DMA Analytics Council judges before the winners were named. Epsilon received first place while Acxiom tied with Euro RSCG Discovery for second place.
"This year's analytics problem was uniquely challenging, but we were confident that our approach and methodology would produce a robust solution," said Vishal Patel, Senior Research Analyst.
"Our agency has always been committed to uncovering the research and innovative approaches that effectively solve business problems, and it is a tremendous honor to be recognized among such worthy companies for our predictive analytics and data manipulation skills. It is a great endorsement to the value we provide to our clients."
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