London | 11-12 October, 2017


eMetrics Summit London
etc.venues, Moorgate – Tenter House, 10th October, 2017

The Best and the Worst of Predictive Analytics: Predictive Modelling Methods and Common Data Mining Mistakes

Date: Tuesday 10th October, 2017
Full-day: 9:00am – 4:30pm


etc.venues, Moorgate – Tenter House
45 Moorfields
London EC2Y 9AE
United Kingdom

Only 1 place left

John Elder Ph.D.
John Elder Ph.D.

Founder & Chair

The Best and the Worst of Predictive Analytics: Predictive Modelling Methods and Common Data Mining Mistakes

A free copy of John Elder’s book Statistical Analysis and Data Mining Applications is included.

Intended Audience: Interested in the true nuts and bolts

Knowledge Level: Familiar with the basics of predictive modelling.

Attendees will receive an electronic copy of the course notes.

What prior attendees have exclaimed

Workshop Description

Predictive analytics has proven capable of enormous returns across industries – but, with so many core methods for predictive modelling, there are some tough questions that need answering:

  • How do you pick the right one to deliver the greatest impact for your business, as applied over your data?
  • What are the best practices along the way?
  • And how do you avoid the most treacherous pitfalls?

This one-day session surveys standard and advanced methods for predictive modelling.
Dr. Elder will describe the key inner workings of leading algorithms, demonstrate their performance with business case studies, compare their merits, and show you how to pick the method and tool best suited to each predictive analytics project. Methods covered include classical regression, decision trees, neural networks, ensemble methods, target shuffling and more.

The key to successfully leveraging these methods is to avoid “worst practices”. It’s all too easy to go too far in one’s analysis and “torture the data until it confesses” or otherwise doom predictive models to fail where they really matter: on new situations.

Dr. Elder will share his (often humorous) stories from real-world applications, highlighting the Top 10 common, but deadly, mistakes. Come and learn how to avoid these pitfalls by laughing (or gasping) at stories of barely averted disaster.

If you’d like to become a practitioner of predictive analytics – or if you already are, and would like to hone your knowledge across methods and best practices, this workshop is for you!

What you will learn:

  • The tremendous value of learning from data
  • How to create valuable predictive models for your business
  • Best Practices by seeing their flip side: Worst Practices


  • Workshop starts at 9.00am
  • First AM Break from 10:00 – 10:15
  • Second AM Break from 11:15 – 11:30
  • Lunch from 12:30 – 1:15pm
  • First PM Break: 2:00 – 2:15
  • Second PM Break: 3:15 – 3:30
  • Workshops ends at 4:30

Attendees receive a free copy of John Elder’s book Statistical Analysis and
Data Mining Applications
, an electronic copy of the course notes via USB drive, and an official certificate of completion at the conclusion of the workshop.


John Elder, CEO & Founder, Elder Research, Inc.

Dr. John Elder heads the US’s leading data mining consulting team — with offices in Charlottesville Virginia, Washington DC, Baltimore Maryland, and Raleigh North Carolina. Founded in 1995, Elder Research focuses on investment, commercial and security applications of advanced analytics, including text mining, credit scoring, image recognition, process optimization, cross-selling, drug efficacy, market timing, and fraud detection.

John obtained a BS and MEE in Electrical Engineering from Rice University, and a PhD in Systems Engineering from the University of Virginia, where he’s an adjunct professor teaching Optimization or Data Mining. Prior to 21 years at ERI, he spent 5 years in aerospace defense consulting, 4 heading research at an investment management firm, and 2 in Rice’s Computational & Applied Mathematics department.

Dr. Elder has authored innovative data mining tools, is a frequent keynote speaker, and was co-chair of the 2009 Knowledge Discovery and Data Mining conference, in Paris. John was honored to serve for 5 years on a panel appointed by President Bush to guide technology for National Security. His book with Bob Nisbet and Gary Miner, Handbook of Statistical Analysis & Data Mining Applications, won the PROSE award for Mathematics in 2009. His book with Giovanni Seni, Ensemble Methods in Data Mining, was published in February 2010, and his book with colleague Dr. Andrew Fast and 4 others on Practical Text Mining won the PROSE award for Computer Science in 2012.

John is honored to be a follower of Christ and father of 5.

Workshop: How to Avoid the Pitfalls of Moderated User Testing with Karl Gilis

Date: Tuesday 10th October 2017
Full-day: 9:00am – 4:30pm


etc.venues, Moorgate – Tenter House
45 Moorfields
London EC2Y 9AE
United Kingdom

Karl Gilis
Karl Gilis


Some people think doing a user test just means sitting next to someone and asking them questions while they surf on a website or app. Well, no…

If you want to get reliable and actionable results, you need to be aware of quite a few user testing do’s and don’ts.

In this workshop, you will learn the tricks of the user testing trade from some old pros. Karl Gilis from AGConsult have been running user tests for 15 years now and have done over 1.000 user tests.

Who’s this workshop for?

This workshop is ideal for everybody who’s interested in learning how to do in person user testing. No background in user testing is required.

What will you learn?

By the end of this workshop, you will know the ins and outs of the whole in-person user testing process:

  • Recruitment of test users
    How important is it to recruit the right users? And how can you reach them? How to avoid no-shows?
  • Test scenario
    How to determine the scope of the test? What kind of questions should and shouldn’t you ask? Does the order of tasks matter?
  • Moderating skills
    How to ask questions in a non-leading way? What about non-verbal communication? How to deal with difficult test users?
  • Eye-tracking
    How can you use eye-tracking? When are heatmaps interesting?
  • And lots more…


If you sign up, we expect you to get stuck in.

We want everyone to go home with first-hand experience preparing and moderating a short user test.

So you can feel confident to go out and do your own in person user testing.

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