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Optimal direct mailing modelling based on data envelopment analysis

journal contribution
posted on 2014-05-01, 00:00 authored by Mahdi Mahdiloo, A Noorizadeh, R FarzipoorSaen
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.

History

Journal

Expert systems

Volume

31

Issue

2

Pagination

101 - 109

Publisher

Wiley-Blackwell

Location

Chichester, Eng.

ISSN

0266-4720

eISSN

1468-0394

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2013, Wiley Publishing