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| 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. |
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