OPTIMIZING THE EFFECTIVENESS OF DIRECT MARKETING CAMPAIGNS USING DATA MINING

Authors

Keywords
-

Summary
In this article several data mining models, together with the conventional RFM model, are designed and applied for optimizing the effectiveness of direct marketing campaigns. Regardless of its popularity as a means for generating “optimal” target lists, RFM analysis is far from optimal solution. Applied on empirical data for one-year activities of an e-shop of electronic and home appliance technique, all data mining models surpass RFM model in predictive performance.

JEL: -
Pages: 43
Price: 3 Points

More titles

  • SPECULATIVE DECISIONS PRECISION ENHANCING TECHNIQUES ON THE EXCHANGE MARKET

    The realization of the instrumentation of technical analysis has been applied intensely in the field on the one hand and has suffered a relatively vague realization in Bulgarian academia on the other. This research paper focuses on the fundamental techniques of quantitative analysis that make possible the forecast of fluctuations in foreign ...

  • MODERN DIMENSIONS OF THE POLICIES AND STRATEGIES “ANTI-POVERTY” IN BULGARIA IN THE CONTEXT OF THE EUROPEAN SOCIAL MODEL

    Some fundamental problems underlined in the project are discussed. In so far as the volume allows, the basic theoretical and conceptual foundations of poverty its functions and types are affected. The focus is primarily on labor market flexibility, on economic activity and employment. The regions with the highest poverty in the country are ...

  • BUSINESS CYCLE SYNCHRONIZATION OF THE EUROPEAN UNION MEMBER-STATES: A STUDY OF THE ECONOMIC CONVERGENCE WITHIN THE EU

    The aim of this paper is to investigate the level of business cycle synchronization of the EU member states. Three macroeconomic indicators within EU members are studied – GDP, unemployment and inflation. The methodology of the study is based on two parallel econometric techniques – Baxter-King and Hodrick-Prescott filters. Different levels of ...