Experimentation and Self Learning in Continuous Database Marketing
نویسندگان
چکیده
We present a method f o r continuous database marker-ing that identifies target customers for a number of marketing offers using predictive models. The algorithm then selects the appropriate offer f o r the cnstomer. Experi-mentol 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.
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