Dr. Viterbo Berberena

Viterbo Berberena
Professor of Analytics
Universidad Anahuac Mexico City


Viterbo H. Berberena González, PhD, is a Professor of Analytics at Universidad Anahuac in Mexico. He graduated in Chemical Engineering from Universidad Central de Las Villas in 1985 and specialized in advanced analytic methods at Mendeleev Institute, in Moscow, in 1989. Given his great passion for analytics, he pursued graduate studies in process analysis, obtaining his PhD with honors in 1991.

Berberena has pioneered the Master in Analytical program at Universidad Anahuac and has also vastly re-engineered the graduate programs. He has collaborated with SAS Mexico since 2000 and leads many data mining projects for companies in the financial, telecommunications, retail and other industries in Mexico.

He was a session speaker at 11th and 12th annual SAS Data Mining Conferences. Berberena is one of most important academics in Mexico currently promoting the “Competing on Analytics” framework with both academia and in the business community.


How long have you been using SAS®?

12 years.

What SAS products have you used in the past? What products and solutions are you currently using?

In the past and at present I'm using SAS® Enterprise Guide® and SAS® Enterprise Miner.

What is a problem you have solved using SAS?

Among the major projects I've worked on in my nearly 12 years of experience with SAS tools are:

• Market segmentation in online banking.
• Supervised classification model for online banking customers.
• Modeling and optimization of consumer lending.
• Unsupervised segmentation of credit card customers’ payments.
• Unsupervised segmentation of markets in checking account products.
• Model of customer classification activity in credit cards.
• Markovian model of customer activity in credit cards.
• Response models in marketing campaigns in credit cards.
• Response models in marketing campaigns in checking accounts.
• Predictive model of customer revenues.
• Model for early activation pattern in credit cards.
• Modeling and flight pattern of wear on capturing means.
• Model for a traffic light to the analysis of requests for cancellations online.
• Development of "risk scorecard" with data mining (application, behavioral and collection).
• Development, construction and management of “a tests factory,” based on the concept of statistical experimental design in credit card marketing.
• Construction of a risk index for measuring the institutions participating in the Credit Bureau.

• Two projects of supervised segmentation (segment value) in wireless companies, one Mexican and the other foreign.
• Attrition model for a national mobile phone company.

• Market basket analysis for manufacturers of wide-demand products.
• Market basket analysis for fast food restaurants.
• Market basket analysis for manufacturers of beverages and spirits.
• Structural equation modeling of smoking behavior.

• Multicenter study in 10 countries with Yale University in the aspect of mental health in children and adolescents.
• Developing a value-added model for a chain of clinical laboratories.

• Structural equation modeling for political marketing campaign in 2000 Mexican presidential elections.

• Model for rating predictions in television.

What is the most innovative way you have used SAS?

In supervised and unsupervised modeling.

What is your most memorable SAS moment?

When I visited for the first time the SAS campus in Cary, NC, to attend the data mining conference.

How has SAS changed in the time you have been using it?

The difference between the SAS® Enterprise Miner I met in 2000, and what you have nowadays, is like comparing a VW Beetle and a Mercedes Benz.

Have you ever attended a SAS users group meeting or SAS Global Forum? If yes, please list them.

Yes, many times in Mexico and the US:

SAS Global Forum in April 2011, in Las Vegas.
SAS Users Group meeting in Mexico City, in 2009, 2010, 2011.

Has your work with SAS been influenced by any other members of the SAS community?

I have been influenced by the best practices of attendees of the SAS Data Mining and Analytics Conferences.

If you could point a new SAS user to one resource, what would it be?

SAS® Enterprise Miner.


SAS Circle of Excellence - 10 Years

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