Malcolm Houtz

VP, Data Science

Model Development is a Team Sport

By Malcolm Houtz on August 24, 2021

Modern marketers are no stranger to using modeling to help them understand, target, and extend their audiences. What modeling or analytics means to people though may differ by their company...

Insights Modeling & Analytics Strategy

The Power in Marketers Understanding Predictive Modeling Methodologies

By Malcolm Houtz on May 6, 2021

Marketers are surrounded by predictive modeling and machine learning. Whether it’s the underlying algorithm(s) powering campaigns in DSPs, suggested subject lines in marketing automation...

Insights Modeling & Analytics

Variables: The Building Blocks of Modeling

By Malcolm Houtz on January 19, 2021

Originally published on the AW360 blog Digitally native direct-to-consumer brands thrived in large part thanks to the audience targeting models of social platforms. But many brands have...

Insights Modeling & Analytics Strategy

5 Reasons to Maintain a Human Element in Marketing Data Activation

By Malcolm Houtz on August 20, 2020

Analytic and modeling features are pervasive throughout the multitude of SaaS platforms in the marketing industry and advances in technology have made machine learning tools widely...

Company News Modeling & Analytics Technology

The Need for Speed

By Malcolm Houtz on August 15, 2019

Driven by Alliant's own machine learning experience, our Data Science team has found ample opportunity to create efficiencies in custom model development. Alliant recently upgraded its SAS...

Insights Modeling & Analytics Strategy Direct Mail

Two Models, Two Different Superpowers

By Malcolm Houtz on November 3, 2017

When to Use a Binary vs. Multi-behavioral Model for Predicting Marketing Performance Choosing which type of model to use for your marketing campaign is a lot like choosing which superhero...