Title :
Experimentation and self learning in continuous database marketing
Author :
Pearce, James E. ; Shaw, Robin N. ; Webb, Geoffrey I. ; Garner, Brian
Abstract :
We present a method for continuous database marketing that identifies target customers for a number of marketing offers using predictive models. The algorithm then selects the appropriate offer for the customer. Experimental design principles are encapsulated to capture more information that will be used to monitor and refine the predictive models. The updated predictive models are then used for the next round of marketing offers.
Keywords :
data mining; learning (artificial intelligence); marketing data processing; very large databases; continuous database marketing; data mining; experimental design principles; predictive models; self learning; Data mining; Databases; Electronic switching systems; Marketing management; Mathematical model; Mining industry; Monitoring; Optimization methods; Predictive models; Testing;
Conference_Titel :
Data Mining, 2002. ICDM 2003. Proceedings. 2002 IEEE International Conference on
Print_ISBN :
0-7695-1754-4
DOI :
10.1109/ICDM.2002.1184051
