In this work we use ROC (Receiver Operating Characteristic) analysis to evaluate customer subgroups detected by different machine learning approaches in a marketing database. A direct mailing model with a marginal cost per mailing and an average expected profit per new customer has been assumed. In order to identify optimal mailing strategies for different marketing situations, we introduce the...

We present empirical generalizations about conditions under which marketing variables evolve or remain stationary. We first define evolution statistically and make the case why it is an important concept for increasing our understanding of long-run marketing effectiveness. We then. briefly review ways in which evolution can be tested empirically from readily available data. We present a databas...

Learning about customers takes place through relevant dialogues with those customers, also known as customer relationship management (CRM). As relationships develop, information about the customer is gathered in the firm’s customer information systems (CIS): the content, processes, and assets associated with gathering and moving customer information throughout the firm. This research develops a...

Facing fierce market competition, how to make the effective marketing strategy rapidly according to the market demand is of vital importance to the survival and development of enterprises. Data mining can discover and extract the latent predictable information from the large database and data warehouse. Using this technology, marketers may obtain potential associations among sales data, so that...

165 minutes. Three pages of handwritten notes are allowed. 1. [5 pts] When choosing the name for a new company, one thing to consider is how easy it will be to keep the company's homepage at the top of the search results for a query on the company name. Which of the following would be best on this criterion, and why? El Paso Marketing Hernandez Marketing HrndzMktg Shark Bop Marketing Shark Bop ...