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| Tekijä: | Zahavi, J. Levin, N. |
| Otsikko: | Applying neural computing to target marketing |
| Lehti: | Journal of Direct Marketing
1997 : WINTER, VOL. 11:1, p. 5-22 |
| Asiasana: | MARKETING NEURAL NETWORKS COMPUTERS |
| Kieli: | eng |
| Tiivistelmä: | Database marketing uses the power of data and information technology in the pursuit of personal marketing of products and services to consumers, based on their preferences and needs. The authors explore the feasibility of using neural computing as a means for targeting audiences for promotion through the mail, from among the a list of customers in a database, either as an alternative and/or as a supplement to discrete-choice logistic regression models. Detailed numerical examples involving realistic data are used throughout to support the analysis and demonstrate the results. |
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