Subgroup evaluation and decision support for a direct mailing marketing problem (CROSBI ID 482414)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Flach, Peter ; Gamberger, Dragan
engleski
Subgroup evaluation and decision support for a direct mailing marketing problem
In this work we use ROC (Receiver Operating Characteristic) analysis to evaluate customer subgroups detected by different machine learning approaches in a marketing database. A direct mailing model with a marginal cost per mailing and an average expected profit per new customer has been assumed. In order to identify optimal mailing strategies for different marketing situations, we introduce the normalised profit curve, which extends the ROC curve by not only identifying the optimal subgroup in a given context, but also indicating the expected profit. In this sense, the analysis presents a link between data mining and decision support.
direct mailing marketing; subgroup detection
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Podaci o prilogu
51-62-x.
2001.
objavljeno
Podaci o matičnoj publikaciji
Giraud-Carrier, Cristofe; Lavrač, Nada; Moyle, Steve
Freiburg: European Conference on Machine Learning
Podaci o skupu
Workshop at European Conference on Machine Learning
predavanje
04.09.2001-04.09.2001
Freiburg, Njemačka