Improving direct mail targeting through customer response modeling

作者：

Highlights：

• Data-mining algorithms (CHAID, CART and neural networks) perform best.

• Logistic regression and linear discriminant analysis are statistical alternatives.

• Quadratic discriminant analysis, naïve Bayes, C4.5 and k-NN algorithm perform badly.

摘要

•Data-mining algorithms (CHAID, CART and neural networks) perform best.•Logistic regression and linear discriminant analysis are statistical alternatives.•Quadratic discriminant analysis, naïve Bayes, C4.5 and k-NN algorithm perform badly.

论文关键词：Direct marketing,Direct mail,Response modeling,Database marketing

论文评审过程：Received 20 May 2014, Revised 3 April 2015, Accepted 30 June 2015, Available online 29 July 2015, Version of Record 29 August 2015.

论文官网地址：https://doi.org/10.1016/j.eswa.2015.06.054