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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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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
Conference series IEEE International Conference on Data Mining
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
Socio Economic Objective 970108 Expanding Knowledge in the Information and Computing Sciences
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2002, IEEE Xplore
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009561

Document type: Conference Paper
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.