Direct marketing decision support through predictive customer response modeling.
David L. OlsonBongsug ChaePublished in: Decis. Support Syst. (2012)
Keyphrases
- direct marketing
- decision support
- marketing strategies
- data mining
- data mining applications
- decision support system
- database marketing
- data warehousing
- decision makers
- database technology
- knowledge discovery
- data processing
- support systems
- decision making
- case based reasoning
- exploratory data analysis
- customer behavior
- data sets