A
system and method for creating virtual “flat” customer records derived from
database customer data that may be used as standardized input for analytical models. A Customer Analytic
Record (“CAR”) application may be created as a
database object to extract, transform, and format all of the customer data needed for customer segmentation and predictive modeling. The CAR may be a set of
database “views” that are defined using virtual stored queries and enabled using capabilities of a data base
management system and a structured
query language. The CAR is preferably a virtual “flat”
record of the customer data needed for
customer analytics. The customer data may be extracted by running one or more
SQL queries against the database view(s). The CAR application may dynamically calculate additional variables using predetermined transformations, including custom transformations of an underlying behavior. If additional variables are created, the CAR may be modified to include the additional variables. The CAR is preferably a dynamic view of the customer
record that changes whenever any update is made to the database. The definition of the CAR provides
documentation of each
data element available for use in models and analytics.