haku: @indexterm DIRECT RESPONSE MARKETING / yhteensä: 38
viite: 3 / 38
| Tekijä: | Jen, L. Chou, C-H. Allenby, G. |
| Otsikko: | A Bayesian approach to modeling purchase frequency |
| Lehti: | Marketing Letters
2003 : VOL 14:1, p. 5-20 |
| Asiasana: | PURCHASING DIRECT RESPONSE MARKETING EMPIRICAL RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Task of ranking and scoring individual customers in terms expected value are things which direct marketers often face. An important element of this scoring system is the expected frequency of customer interaction. The authors´ of this article develop a purchase model called "Bayes model". This Bayes model is evaluated with two direct marketing datasets. |
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