DocumentCode
3251887
Title
Experimentation and self learning in continuous database marketing
Author
Pearce, James E. ; Shaw, Robin N. ; Webb, Geoffrey I. ; Garner, Brian
fYear
2002
fDate
2002
Firstpage
775
Lastpage
778
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;
fLanguage
English
Publisher
ieee
Conference_Titel
Data Mining, 2002. ICDM 2003. Proceedings. 2002 IEEE International Conference on
Print_ISBN
0-7695-1754-4
Type
conf
DOI
10.1109/ICDM.2002.1184051
Filename
1184051
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