haku: @indexterm profitability / yhteensä: 685
viite: 2 / 685
Tekijä:Guido, G. (et. al)
Otsikko:Targeting direct marketing campaigns by neural networks
Lehti:Journal of Marketing Management
2011 : AUG, VOL. 27:9-10, p. 992-1006
Asiasana:neural networks
mass production
focus groups
data analysis
profitability
advertising effectiveness
marketing
promotion
Kieli:eng
Tiivistelmä:Market-oriented companies increasingly try to maximize the return of targeted direct marketing campaigns, instead of aiming to reach customers and prospects indistinctly, according to a mass marketing approach. These campaigns' profitability depends on a detailed definition of prospects and a precise prediction of the response rate. This article shows how the use of Artificial Neural Networks (ANNs) can develop the effectiveness of direct mail marketing campaigns, thanks to a better forecast of the response rate for subjects in the target population according to factors that are believed to affect their intention to purchase. Results show the effectiveness of ANNs - compared with multiple regression analysis and logistic regression analysis - in observing complex relationships from the data, and especially in profiling customers and prospects and predicting their behaviour.
SCIMA tietueen numero: 276223
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