Modeling merchandise returns in direct marketing
نویسندگان
چکیده
منابع مشابه
Uplift Modeling in Direct Marketing
Marketing campaigns directed to randomly selected customers often generate huge costs and a weak response. Moreover, such campaigns tend to unnecessarily annoy customers and make them less likely to answer to future communications. Precise targeting of marketing actions can potentially results in a greater return on investment. Usually, response models are used to select good targets. They aim ...
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ژورنال
عنوان ژورنال: Journal of Direct Marketing
سال: 1997
ISSN: 0892-0591,1522-7138
DOI: 10.1002/(sici)1522-7138(199721)11:2<20::aid-dir4>3.0.co;2-#