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A Data Mining-Based Response Model for Target Selection in Direct Marketing
2012
International Journal of Information Technology and Computer Science
Identifying customers who are more likely to respond to new product offers is an important issue in direct marketing. In direct marketing, data mining has been used extensively to identify potential customers for a new product (target selection). Using historical purchase data, a predictive response model with data mining techniques was developed to predict a probability that a customer in Ebedi Microfinance bank will respond to a promotion or an offer. To achieve this purpose, a predictive
doi:10.5815/ijitcs.2012.01.02
fatcat:4qje6775efgdhgm6mc2uk3baq4