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Data Mining Applications with R by Yonghua Cen, Yanchang Zhao

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Chapter 6

Response Modeling in Direct Marketing

A Data Mining-Based Approach for Target Selection

Sadaf Hossein Javaheri, Mohammad Mehdi Sepehri and Babak Teimourpour,    Department of Industrial Engineering, Tarbiat Modares University, Tehran, Iran

Abstract

Increasing costs of direct marketing campaigns coupled with declining response rates have prompted many direct marketers to turn to model response behavior. In direct marketing, data mining has been used extensively to identify potential customers for a new product. Using historical purchase data, a predictive response model with data mining techniques is developed to predict a probability that a customer is going to respond to a promotion or an offer. The purpose of this study is to identify ...

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