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Evaluation of prediction models for marketing campaigns

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References

1998Data mining for direct marketing: problems and solutions658 cited
1989Direct Marketing Management150 cited

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2012Analytical Customer Relationship Management in Retailing Supported by Data Mining Techniques11 cited
2007How to evaluate campaign response — The relative contribution of data mining models and marketing execution10 cited
2004Integrating customer value considerations into predictive modeling9 cited

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