A system includes a variable determination module determining a variableoperable to be used for the final model and also determining a modification totheat least one variable. An assumption determination module determines anassumption operable to be used for the final model. The assumption includes atransformation for the variable describing how the variable impacts themarketingobjective or how the variable impacts another variable operable to be used inthefinal model. The assumption module also determines a modification to theassumption. A model generator generates a candidate model using the variableand the assumption, and generates a new candidate model using the modifiedassumption, the new variable or the modification to the variable. Thecandidatemodel or the new candidate model is operable to be selected as the final modelbased on at least one of a statistical measure and an indication of relevancefor thevariable in the candidate model and the new candidate model.
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