Повишаване ефективността на директния маркетинг чрез предиктивно моделиране
Using Predictive Modeling to Improve Direct Marketing Performance

Summary/Abstract: Customer acquisition, retention, churns and winback are not new marketing paradigms. Its implementation in terms of FMCG markets and low brand switching barriers is still challenging. In many economic sectors recording, storage and use of marketing data bases with records identifying market players and their behavior is an essential and integral part of business operations. This study attempts to provide a comparative analysis of classification models and predictive techniques for extracting knowledge from customer databases and opportunities for planning direct marketing campaigns, in particular, by selecting the "optimal" list of target customers based on direct marketing response models.

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