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A new marketing strategy map for direct marketing
Knowledge-Based Systems, 2009Direct marketing is one of the most effective marketing methods with an aim to maximize the customer's lifetime value. Many cost-sensitive learning methods which identify valuable customers to maximize expected profit have been proposed. However, current cost-sensitive methods for profit maximization do not identify how to control the defection ...
Soung Hie Kim
exaly +4 more sources
Incorporating Direct Marketing Activity into Latent Attrition Models
Marketing Science, 2013 When defection is unobserved, latent attrition models provide useful insights about customer behavior and accurate forecasts of customer value. Yet extant models ignore direct marketing efforts. Response models incorporate the effects of direct marketing,
David Schweidel, George Knox
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The direct marketing of insurance
European Journal of Operational Research, 1998An insurance company, like many in the financial services industry, will advertise a product in the press and some readers will avail themselves of it. Often the cost of an advertisement will exceed the income derived from the accepted respondents in the following years. It only becomes profitable if acquiring names into a database results in purchases
Keet Peng Onn, Alan Mercer
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Mining customer knowledge for direct selling and marketing
Expert Systems With Applications, 2011 Direct marketing is an effective marketing method. To compare with the expensive media advertisements, direct marketing could provide exclusive products and services for specific consumers. Also, this method could reduce transaction costs.
Shu-Hsien Liao
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On Data Mining for Direct Marketing
2007Direct marketing is a new business model by an interactive one-to-one communication between marketer and customer. There is great potential for data mining to make useful contributions to the marketing discipline for business intelligence. This paper provides an overview on the recent development in data mining applications for direct marketing.
Chuangxin Ou +3 more
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Direct Marketing with Fewer Mistakes
2011Direct marketing is one of the most common and crucial business intelligence tasks. In direct marketing, the goal of an agent is to mine the right customers to market certain products, with the goal of making fewest mistakes. This data-mining problem, though similar to active learning in terms of allowing the agent to select customers actively, is, in ...
Eileen A. Ni, Charles X. Ling
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