Bayesian neural network learning for repeat purchase modelling in direct marketing
نویسندگان
چکیده
منابع مشابه
Wrapped input selection using multilayer perceptrons for repeat-purchase modeling in direct marketing
In this paper, we try to validate existing theory on and develop additional insight into repeat-purchase behavior in a direct marketing setting by means of an illuminating case study. The case involves the detection and qualification of the most relevant RFM (Recency, Frequency and Monetary) variables, using a neural network wrapper as our input pruning method. Results indicate that elimination...
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ژورنال
عنوان ژورنال: European Journal of Operational Research
سال: 2002
ISSN: 0377-2217
DOI: 10.1016/s0377-2217(01)00129-1