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Experimentation and self learning in continuous database marketing

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conference contribution
posted on 2002-01-01, 00:00 authored by J Pearce, Robin Shaw, G Webb, Brian Garner
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.

History

Pagination

775 - 778

Location

Maebashi City, Japan

Open access

  • Yes

Start date

2002-12-09

End date

2002-12-12

ISBN-13

9780769517544

ISBN-10

0769517544

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2002, IEEE Xplore

Editor/Contributor(s)

V Kumar

Title of proceedings

2002 IEEE International Conference on Data Mining : proceedings : 9-12 December, 2002, Maebashi City, Japan

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