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Data Analysis Using SQL and Excel - Second Edition
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When analytic needs go beyond the capabilities of SQL and Excel, customer signatures can be used to store summarized behavior and demographic information for other tools. SQL has an advantage for building customer signatures because it has powerful and scalable data manipulation capabilities—and databases often contain the data that is ultimately going to be scored.
The customer signature should be based on a cutoff date, only incorporating input columns from before the date. For predictive modeling, the targets come from a time frame after the cutoff date. A customer signature has columns coming from many different tables. Most columns are input columns. The customer signature might also include target columns, identification columns, and the cutoff date.
Creating customer signatures requires gathering information from different sources. Some columns might be copied directly. Others might come from fixed lookup tables. Yet others might come from dynamic lookup...
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