Title :
A comparative study of fuzzy target selection methods in direct marketing
Author :
Sousa, João M. ; Kaymak, Uzay ; Madeira, Sara
Author_Institution :
Dept. of Mech. Eng., Instituto Superior Tecnico, Lisbon, Portugal
fDate :
6/24/1905 12:00:00 AM
Abstract :
Target selection in direct marketing is an important data mining problem for which fuzzy modeling can be used. The paper compares several fuzzy modeling techniques applied to target selection based on recency, frequency and monetary value measures. The comparison uses cross validation applied to mailing campaigns of a charity organization
Keywords :
fuzzy set theory; identification; marketing; pattern clustering; charity organization; cross validation; data mining; direct marketing; frequency measures; fuzzy modeling; fuzzy target selection methods; mailing campaigns; monetary value measures; recency measures; Clustering algorithms; Computer science; Data mining; Databases; Decision trees; Demography; Frequency measurement; History; Regression tree analysis; Testing;
Conference_Titel :
Fuzzy Systems, 2002. FUZZ-IEEE'02. Proceedings of the 2002 IEEE International Conference on
Conference_Location :
Honolulu, HI
Print_ISBN :
0-7803-7280-8
DOI :
10.1109/FUZZ.2002.1006683
