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An intelligent system for customer targeting: a data mining approach [An article from: Decision Support Systems]
Book Details
Author(s)Y. Kim, W. Street
PublisherElsevier
ISBN / ASINB000RQYEW2
ISBN-13978B000RQYEW2
AvailabilityAvailable for download now
MarketplaceUnited States 🇺🇸
Description
This digital document is a journal article from Decision Support Systems, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
We propose a data mining approach for market managers that uses artificial neural networks (ANNs) guided by genetic algorithms (GAs). Our predictive model allows the selection of an optimal target point where expected profit from direct mailing is maximized. Our approach also produces models that are easier to interpret by using a smaller number of predictive features. Through sensitivity analysis, we also show that our chosen model significantly outperforms the baseline algorithms in terms of hit rate and expected net profit on key target points.
Description:
We propose a data mining approach for market managers that uses artificial neural networks (ANNs) guided by genetic algorithms (GAs). Our predictive model allows the selection of an optimal target point where expected profit from direct mailing is maximized. Our approach also produces models that are easier to interpret by using a smaller number of predictive features. Through sensitivity analysis, we also show that our chosen model significantly outperforms the baseline algorithms in terms of hit rate and expected net profit on key target points.
