Data Mining for Marketing Applications 12
نویسندگان
چکیده
This paper introduces gain-cost classi cation matrix for targeting customer groups. A real life application was realized on a customer database of CCF Bank containing more than 400,000 instances. Results shows that scoring is almost insensitive to di¤erent cost-gain hypothesis; on the other hand, the optimal targeted group size and the expected global bene t rely to cost-gain hypothesis. Keywords: cost-sensitive learning, customer targeting, decision tree, marketing application 1 Cost-Bene ts Aspects of Targeting in Marketing -
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