Data mining to provide both descriptive insight and predictive analysis focused on specific business issues. The business issues that can be addressed include, but not limited to: What marketing campaign should I send? How can I save on marketing costs? How do I personalise this communication piece? Experian's typical methodology includes data gathering, data profiling and diagnostics, and productionisation. Typical variables that are included in models are: Structural, Behavioural, and Performance information. However the key focus for any predictive model build is the ability to be explained and adopted by key business functions.