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.
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2002 IEEE International Conference on Data Mining : proceedings : 9-12 December, 2002, Maebashi City, Japan
IEEE International Conference on Data Mining
Place of publication
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.
Field of Research
080199 Artificial Intelligence and Image Processing not elsewhere classified
Socio Economic Objective
970108 Expanding Knowledge in the Information and Computing Sciences
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