Cabela's Moves from CHAID to CART (1,105 words)

by Kimberly Rengle

What do you do if your models are overestimating the level of response you'll get? That was exactly the problem that Cabela's, a cataloger of hunting, fishing and outdoor gear, was having at the end of 1996 when it determined that the models used for segmenting its mailing list were not stable and tended to over-estimate expected performance.