Background: Benevolent marketing is one of the new and ethical strategies of marketing businesses to create special value for the customer, according to which a direct relationship between selling the product and helping the business to a charity or charity is defined and promoted to fulfill responsibility. Becomes corporate social. The main purpose of this article is to identify and rank benev...

Data Mining is the use of algorithms to extract the information and patterns derived by the knowledge discovery in database process. It is often referred to as supervised learning because the classes are determined before examining the data. In many data mining applications that address classification problems, feature and model selection are considered as key tasks. That is, appropriate input ...

This paper presents a case study of data mining modeling techniques for direct marketing. It focuses to three stages of the CRISP-DM process for data mining projects: data preparation, modeling, and evaluation. We address some gaps in previous studies, namely: selection of model hyper-parameters and controlling the problem of under-fitting and over-fitting; dealing with randomness and 'lucky' s...

Case-based reasoning (CBR) shows signi®cant promise for improving the effectiveness of complex and unstructured decision making. CBR is both a paradigm for computer-based problem-solvers and a model of human cognition. However the design of appropriate case retrieval mechanisms is still challenging. This paper presents a genetic algorithm (GA)-based approach to enhance the case-matching process...

This paper highlights the simplicity and effectiveness of Computing with Words (CW) in the implementation of target selection. Direct marketing can be considered as one of the main areas of application for this methodology. In particular, fuzzy classification is applied in it with the purpose of choosing the best potential customers for a new product or service from a client database. One of th...

Since recommendation systems have been increasing gradually, it is difficult for decision makers to find the customers which interest them as well as representative lists. How to utilize meaningful information effectively to improve the service quality of recommendation system appears to be very important. The purpose of this paper is to provide recommendation system architecture to promote dir...

IBM ProbE (for probabilistic estimation) is an extensible, embeddable, and scalable modeling engine, particularly well-suited for implementing segmentation-based modeling techniques, wherein data records are partitioned into segments and separate predictive models are developed for each segment. We describe the ProbE framework and discuss two key business solutions that have been built using Pr...

This paper examines the concept of consumer hopefulness as an important driver of consumption. Hopefulness is defined as a positive feeling evoked in response to an outcome appraised as goal congruent and possible. This positively valenced emotion arises in everyday consumption as consumers evaluate their current state and try to determine ways in which consumption can make for a better, happie...

Suraj Commuri is Doctoral Student, Department of Marketing, University of Nebraska-Lincoln, Lincoln, NE 68588-0492, (402) 4725606, (402) 472-9777 (fax), [email protected]. James W. Gentry, Professor, Department of Marketing, University of Nebraska-Lincoln, Lincoln, NE 68588-0492, (402) 472-3278, (402) 472-9777 (fax), [email protected]. Please direct correspondence to either author. The au...