ABSTRACT
Ordinary regression is the popular technique for predicting a quantitative outcome, such as prot and sales. It is considered the workhorse of profit modeling as its results are taken as the gold standard. Moreover, the ordinary regression model is used as the benchmark for assessing the superiority of new and improved techniques. In a database marketing application, an individual’s prot* to a prior solicitation is the quantitative dependent variable, and an ordinary regression model is built to predict the individual’s prot to a future solicitation.
