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

  • 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 ...

  • OPTIMISATION OF THE PRODUCTION COSTS – PRECONDITION FOR STABILITY AND COMPETITIVE POWER OF THE GRAIN PRODUCTION

    Grain production is a major sub-sector of Bulgarian agriculture and occupies an important place in Bulgarian economy. At national, regional and global scale, grain production will be of growing importance in relation to feeding the population and the production of biofuels. The economic and statistical survey of production costs in grain ...

  • ENERGY AND GREENING OF ENERGY PRODUCTION

    In today's economic conditions Greening of industrial production is important for solving various, new and unfamiliar problems for the economy. By going green industrial production provides quality competitiveness of finished products of domestic and international markets; to facilitate technical cooperation between stakeholders; man in its ...