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 Scopus citations

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 44th Annual Hawaii International Conference on System Sciences, HICSS-44 2010
DOIs
StatePublished - Mar 28 2011
Event44th Hawaii International Conference on System Sciences, HICSS-44 2010 - Koloa, Kauai, HI, United States
Duration: Jan 4 2011Jan 7 2011

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Other

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

ASJC Scopus subject areas

  • Engineering(all)

Fingerprint Dive into the research topics of 'A portfolio theoretic approach to administering advanced analytics: The case of multi-stage campaign management'. Together they form a unique fingerprint.

  • 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 44th Annual Hawaii International Conference on System Sciences, HICSS-44 2010 [5718502] (Proceedings of the Annual Hawaii International Conference on System Sciences). https://doi.org/10.1109/HICSS.2011.22