A system includes a variable determination module determining a variable operable to be used for the final model and also determining a modification to the at least one variable. An assumption determination module determines an assumption operable to be used for the final model. The assumption includes a transformation for the variable describing how the variable impacts the marketing objective or how the variable impacts another variable operable to be used in the final model. The assumption module also determines a modification to the assumption. A model generator generates a candidate model using the variable and the assumption, and generates a new candidate model using the modified assumption, the new variable or the modification to the variable. The candidate model or the new candidate model is operable to be selected as the final model based on at least one of a statistical measure and an indication of relevance for the variable in the candidate model and the new candidate model.
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