Model types

IBM® SPSS® Modeler Advantage Marketing Edition supports four model types. However, Predictive models are the only type of model that you can create when you use the SPSS Model process in an IBM® Campaign flowchart. Although IBM® Campaign restricts which types of models can be created in the SPSS Model process box, any of the four model types can be used for scoring in the SPSS Score process box.

IBM® SPSS® Modeler Advantage Marketing Edition model types
Model type	Description	Restrictions
Predictive	Build a model to predict a chosen target of interest. For example, turn a loss into a profit by targeting the best available customers for your next campaign.	Default model type that you create from an SPSS Model process box. The Target field must contain the text or numeric values for the model to predict.
Predictive Rule	Interactively build a model that identifies segments that show a higher or lower likelihood relative to a specific outcome. Use a predictive rule model to create rules to segment customer data. You can use the rule-finder function to automatically find segments with high or low concentrations of the TRUE value for your chosen target field. For example, look for customers who gave a positive response to your campaign, and then identify segments with a higher probability of responding.	Cannot be created or used in an SPSS Model process box but can be used in an SPSS Score process box. To build a Predictive Rule model, you must create and build the modeling stream from the IBM® SPSS® Modeler Advantage Marketing Edition user interface. Supports only categorical targets.
Clustering	Build a model that categorizes records into groups with similar characteristics. For example, you can segment customers based on demographic characteristics or purchasing behavior.	To build a Clustering model, you must start IBM® SPSS® Modeler Advantage Marketing Edition from the SPSS Model process box. Then, change the model type to Clustering and save the modeling stream. The specified Target field from the SPSS Model process box is used as the Evaluation field. The Evaluation field and other clustering options are described in the IBM® SPSS® Modeler Advantage Guide.
Association	Build a model that predicts which items are most likely to appear together and predicts the strength of the relationship between them. For example, identify the next most likely purchase for a customer based on the items in the current basket.	To build an Association model, you must start IBM® SPSS® Modeler Advantage Marketing Edition from the SPSS Model process box. Then, change the model type to Association and save the modeling stream. The Target field from the SPSS Model process box must specify the field that contains the content. The Content field and other association options are described in the IBM® SPSS® Modeler Advantage Guide.

IBM® SPSS® Modeler Advantage Marketing Edition model types

Model type

Description

Restrictions

Predictive

Build a model to predict a chosen target of interest.

For example, turn a loss into a profit by targeting the best available customers for your next campaign.

Default model type that you create from an SPSS Model process box. The Target field must contain the text or numeric values for the model to predict.

Predictive Rule

Interactively build a model that identifies segments that show a higher or lower likelihood relative to a specific outcome.

Use a predictive rule model to create rules to segment customer data. You can use the rule-finder function to automatically find segments with high or low concentrations of the TRUE value for your chosen target field. For example, look for customers who gave a positive response to your campaign, and then identify segments with a higher probability of responding.

Cannot be created or used in an SPSS Model process box but can be used in an SPSS Score process box. To build a Predictive Rule model, you must create and build the modeling stream from the IBM® SPSS® Modeler Advantage Marketing Edition user interface.

Supports only categorical targets.

Clustering

Build a model that categorizes records into groups with similar characteristics.

For example, you can segment customers based on demographic characteristics or purchasing behavior.

To build a Clustering model, you must start IBM® SPSS® Modeler Advantage Marketing Edition from the SPSS Model process box. Then, change the model type to Clustering and save the modeling stream. The specified Target field from the SPSS Model process box is used as the Evaluation field. The Evaluation field and other clustering options are described in the IBM® SPSS® Modeler Advantage Guide.

Association

Build a model that predicts which items are most likely to appear together and predicts the strength of the relationship between them.

For example, identify the next most likely purchase for a customer based on the items in the current basket.

To build an Association model, you must start IBM® SPSS® Modeler Advantage Marketing Edition from the SPSS Model process box. Then, change the model type to Association and save the modeling stream. The Target field from the SPSS Model process box must specify the field that contains the content. The Content field and other association options are described in the IBM® SPSS® Modeler Advantage Guide.

The Predictive Rule model type is not supported in the SPSS Model process box in an IBM® Campaign flowchart. If you open IBM® SPSS® Modeler Advantage Marketing Edition from an IBM® Campaign SPSS Model process box, you cannot create Predictive Rule models or change from another model type to a Predictive Rule model.

If you change the model type of the modeling stream to Predictive Rule, the SPSS Model process box displays an error and will not configure. However, you can manually run Predictive Rule models through the IBM® SPSS® Modeler Advantage Marketing Edition interface and build them interactively.