Experimentation and self learning in continuous database marketing

Experimentation and self learning in continuous database marketing

Pearce, J.E., Shaw, Robin, Webb, G.I. and Garner, Brian 2002, Experimentation and self learning in continuous database marketing, in 2002 IEEE International Conference on Data Mining : proceedings : 9-12 December, 2002, Maebashi City, Japan, IEEE Xplore, Piscataway, N.J., pp. 775-778.

Title	Experimentation and self learning in continuous database marketing
Author(s)	Pearce, J.E. Shaw, Robin Webb, G.I. Garner, Brian
Conference name	IEEE International Conference on Data Mining (2nd : 2002 : Maebashi-shi, Japan)
Conference location	Maebashi City, Japan
Conference dates	9-12 December 2002
Title of proceedings	2002 IEEE International Conference on Data Mining : proceedings : 9-12 December, 2002, Maebashi City, Japan
Editor(s)	Kumar, Vipin
Publication date	2002
Start page	775
End page	778
Publisher	IEEE Xplore
Place of publication	Piscataway, N.J.
Summary	We present a method for continuous database marketing that identifies target customers for a number of marketing offers using predictive models. The algorithm then selects the appropriate offer for the customer. Experimental design principles are encapsulated to capture more information that will be used to monitor and refine the predictive models. The updated predictive models are then used for the next round of marketing offers.
ISBN	0769517544 9780769517544
Language	eng
Field of Research	080199 Artificial Intelligence and Image Processing not elsewhere classified
HERDC Research category	E1 Full written paper - refereed
Copyright notice	©2002 IEEE
Persistent URL	http://hdl.handle.net/10536/DRO/DU:30009561

Document type:	Conference Paper
Collection:	School of Management and Marketing

Access Statistics:	429 Abstract Views - Detailed Statistics
Created:	Tue, 14 Oct 2008, 06:59:31 EST

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