
Innovative Deployment ◾ 351
Mathematical programming is used to solve Equations 9.4 through 9.6 and
determine who should be sent DM. e variable x
i
is the decision variable indicat-
ing whether or not customer i should be targeted as a recipient. e values of the
other parameters are determined in advance.
P
i
(the likelihood of a dealership visit) and V
i
(the amount of money likely to be
spent) are determined using the same procedure outlined for the customer purchase
data analysis system (Section 9.5.2.1), once behavioral data (RFM) are added to
customer attribute data.
Table 9.5 shows the dierence between a static customer and a dynamic
customer ...