Naslov
Subgroup evaluation and decision support for a direct mailing marketing problem

Autori
Flach, Peter ; Gamberger, Dragan

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Integrating Aspects of Data Mining, Decision Support and Meta-Learning / Giraud-Carrier, Cristofe; Lavrač, Nada; Moyle, Steve - Freiburg : European Conference on Machine Learning, 2001, 51-62

Skup
Workshop at European Conference on Machine Learning

Mjesto i datum
Freiburg, Njemačka, 04.09.2001

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
direct mailing marketing; subgroup detection

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Elektrotehnika

POVEZANOST RADA