Incremental Response Modeling Based on Segmentation Approach Using Uplift Decision Trees
2016Data mining methods have been successfully used in direct marketing to model the behavior of responders. But these response models do not take in account, the behavior of customers who would take an action irrespective of marketing action. Redundant marketing communications sometimes annoy the customer and reduce the brand value of the company ...
Shruti Agrawal +2 more
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