Experimentation and self learning in continuous database marketing

J.E. Pearce, R.N. Shaw, G.I. Webb, B. Garner
2002 IEEE International Conference on Data Mining, 2002. Proceedings.  
We present a method f o r continuous database markering that identifies target customers for a number of marketing offers using predictive models. The algorithm then selects the appropriate offer f o r the cnstomer. Experimentol design principles are encapsulated to capture more information that will be used to monitor and refine the predictive models. The updated predictive models are then used for the next round of marketing offers.
doi:10.1109/icdm.2002.1184051 dblp:conf/icdm/PearceWSG02 fatcat:hukn6q557nbbfasbwmspu4wm44