Quantitative models for direct marketing: A review from systems perspective

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  author =       "Indranil Bose and Xi Chen",
  title =        "Quantitative models for direct marketing: A review
                 from systems perspective",
  journal =      "European Journal of Operational Research",
  volume =       "195",
  number =       "1",
  pages =        "1--16",
  year =         "2009",
  ISSN =         "0377-2217",
  DOI =          "doi:10.1016/j.ejor.2008.04.006",
  URL =          "http://www.sciencedirect.com/science/article/B6VCT-4S7SV3H-3/2/39d97985eecf3aa2b863955e4227cbb0",
  keywords =     "genetic algorithms, genetic programming, Marketing,
                 Data mining, Customer profiling, Customer targeting,
                 Statistical modelling, Performance evaluation",
  abstract =     "In this paper, quantitative models for direct
                 marketing models are reviewed from a systems
                 perspective. A systems view consists of input,
                 processing, and output and the six key activities of
                 direct marketing that take place within these
                 constituent parts. A discussion about inputs for direct
                 marketing models is provided by describing the various
                 types of data used, by determining the significance of
                 the data, and by addressing the issue of selection of
                 appropriate data. Two types of models, statistical and
                 machine learning based, are popularly used for
                 conducting direct marketing activities. The advantages
                 and disadvantages of these two approaches are discussed
                 along with enhancements to these models. The evaluation
                 of output for direct marketing models is done on the
                 basis of accuracy and profitability. Some challenges in
                 conducting research in the area of quantitative direct
                 marketing models are listed and some significant
                 research questions are proposed.",
  notes =        "Survey",

Genetic Programming entries for Indranil Bose Xi Chen