A portfolio theoretic approach to administering advanced analytics: The case of multi-stage campaign management

Sule Balkan, Kenneth Goul

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Citations (Scopus)

Abstract

Current approaches to managing an organizations' portfolio of predictive analytical models are currently ad hoc and under-informed by theory. In time-sensitive campaigns, analytical models may be constructed, applied and maintained by departments or individuals working in isolation. This silo-based approach fails to take into account complex model inter-relationships, possible model correlation and covariance, and other types of interdependencies that can confound and limit the effectiveness of campaigns. In this paper, we view a suite of predictive analytical models from a portfolio theoretic-based vantage point, we state the nature of a multi-stage campaign management bottleneck effect in portfolio terms, and we establish cases where informing campaign managers about the state of portfolio under-performance can be expressed and tracked. For the most complex case, we develop a Cross-stage Dispersion Index (CDI) that can be used as a benchmark and tracked over time.

Original languageEnglish (US)
Title of host publicationProceedings of the Annual Hawaii International Conference on System Sciences
DOIs
StatePublished - 2011
Event44th Hawaii International Conference on System Sciences, HICSS-44 2010 - Koloa, Kauai, HI, United States
Duration: Jan 4 2011Jan 7 2011

Other

Other44th Hawaii International Conference on System Sciences, HICSS-44 2010
CountryUnited States
CityKoloa, Kauai, HI
Period1/4/111/7/11

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Analytical models
Managers

ASJC Scopus subject areas

  • Engineering(all)

Cite this

Balkan, S., & Goul, K. (2011). A portfolio theoretic approach to administering advanced analytics: The case of multi-stage campaign management. In Proceedings of the Annual Hawaii International Conference on System Sciences [5718502] https://doi.org/10.1109/HICSS.2011.22

A portfolio theoretic approach to administering advanced analytics : The case of multi-stage campaign management. / Balkan, Sule; Goul, Kenneth.

Proceedings of the Annual Hawaii International Conference on System Sciences. 2011. 5718502.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Balkan, S & Goul, K 2011, A portfolio theoretic approach to administering advanced analytics: The case of multi-stage campaign management. in Proceedings of the Annual Hawaii International Conference on System Sciences., 5718502, 44th Hawaii International Conference on System Sciences, HICSS-44 2010, Koloa, Kauai, HI, United States, 1/4/11. https://doi.org/10.1109/HICSS.2011.22
Balkan S, Goul K. A portfolio theoretic approach to administering advanced analytics: The case of multi-stage campaign management. In Proceedings of the Annual Hawaii International Conference on System Sciences. 2011. 5718502 https://doi.org/10.1109/HICSS.2011.22
Balkan, Sule ; Goul, Kenneth. / A portfolio theoretic approach to administering advanced analytics : The case of multi-stage campaign management. Proceedings of the Annual Hawaii International Conference on System Sciences. 2011.
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