Optimal direct mailing modelling based on data envelopment analysis

Mahdiloo, Mahdi, Noorizadeh, Abdollah and FarzipoorSaen, Reza 2014, Optimal direct mailing modelling based on data envelopment analysis, Expert systems, vol. 31, no. 2, pp. 101-109, doi: 10.1111/exsy.12011.

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Title Optimal direct mailing modelling based on data envelopment analysis
Author(s) Mahdiloo, MahdiORCID iD for Mahdiloo, Mahdi orcid.org/0000-0002-7144-5299
Noorizadeh, Abdollah
FarzipoorSaen, Reza
Journal name Expert systems
Volume number 31
Issue number 2
Start page 101
End page 109
Total pages 9
Publisher Wiley-Blackwell
Place of publication Chichester, Eng.
Publication date 2014-05
ISSN 0266-4720
Keyword(s) direct mailing
data envelopment analysis
complete ranking
unrealistic weighting scheme
common set of weights
Summary Data envelopment analysis (DEA) is a mathematical programming technique that is frequently used for measuring and benchmarking efficiency of the homogenous decision-making units (DMUs). This paper proposes a new use of DEA for customers scoring and particularly their direct mailing modelling. Moreover, because DEA models suffer from some weaknesses, that is, unrealistic weighting scheme of the inputs and outputs and incomplete ranking among efficient DMUs, the present paper compares different ways of solving these problems and concludes that common set of weights method, as a result of some advantages, outperforms other procedures.
Language eng
DOI 10.1111/exsy.12011
Field of Research 0801 Artificial Intelligence And Image Processing
1702 Cognitive Science
Socio Economic Objective 0 Not Applicable
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2013, Wiley Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30092357

Document type: Journal Article
Collections: Faculty of Health
School of Nursing and Midwifery
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