search query: @indexterm Direct selling / total: 210
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| Author: | Steenburgh, T.J. Ainslie, A. Engebretson, P.H. |
| Title: | Massively categorial variables: revealing the information in zip codes |
| Journal: | Marketing Science
2003 : WINTER, VOL. 22:1, p. 40-57 |
| Index terms: | Bayesian statistics Decision theory Direct selling |
| Language: | eng |
| Abstract: | The authors introduce the idea of a massively categorial variable, a variable such as zip code that takes on too many values to treat in the standard manner. They show how to use a massively categorial variable directly as an explanatory variable. As an application of this concept, the authors explore several of the issues that analysis confront when trying to develop a direct marketing campaign. They begin by pointing out that the data contained in many of the common sources are masked through aggregation in order to protect consumer privacy. |
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