In direct marketing large amounts of customer data are collected that might have some complex, non linear relation to customer behavior. Data mining techniques can ooer insight in these relations. In this paper we give a basic introduction in the application of data mining to direct marketing. Best practices for data selection, algorithm selection and evaluation of results are described and ill...

Direct marketing response models seek to identify individuals most likely to respond to marketing solicitations. Such models are commonly evaluated on classification accuracy and some measure of fit-to-data. Given large customer files and budgetary limitations, only a fraction of the total file is typically selected for mailing promotional material. This desired mailing-depth presents potential...

Direct marketing is a process of identifying likely buyers of certain products and promoting the products accordingly. It is increasingly used by banks, insurance companies, and the retail industry. Data mining can provide an eeective tool for direct marketing. During data mining, several speciic problems arise. For example , the class distribution is extremely imbalanced (the response rate is ...

Data analysts in direct marketing seek models to identify the most promising individuals to mail to and thus maximize returns from solicitations. A variety of criterion can be used to assess model performance, including response to or revenue generated from earlier solicitations. Given budgetary limitations, typically a fraction of the total customer database is selected for mailing. This depth...

Data mining in direct marketing aims at identifying the most promising customers to send targeted advertising. Traditionally, statistical models are used to make such a selection. The success of statistical models depends on the validity of certain assumptions about data distribution. Artificial intelligence inspired models, such as genetic algorithms and neural networks, do not need those assu...

Direct marketing is a process of identifying likely buyers of certain products and promoting the products accordingly. It is increasingly used by banks, insurance companies, and the retail industry. Data mining can provide an eeective tool for direct marketing. During data mining, several speciic problems arise. For example , the class distribution is extremely imbalanced (the response rate is ...

Direct marketing is a process of identifying likely buyers of certain products and promoting the products accordingly. It is increasingly used by banks, insurance companies, and the retail industry. Data mining can provide an effective tool for direct marketing. During data mining, several specific problems arise. For example, the class distribution is extremely imbalanced (the response rate is...