A comparative study of fuzzy target selection methods in direct marketing

João M. C. Sousa · Uzay Kaymak · Sara Cordeiro Madeira

17 citations0/0 files storedIEEE International Conference on Fuzzy Systems (FUZZ-IEEE)

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Customer churn and segmentation Fuzzy Logic and Control Systems Data Mining and Machine Learning Applications

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.

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1995Optimal Selection for Direct Mail 1997Direct marketing modeling with CART and CHAID 1988A direct mail customer purchase model 2002Fuzzy target selection using RFM variables 2001Fuzzy modeling of client preference from large data sets: an application to target selection in direct marketing 1993Direct marketing modeling with CART and CHAID

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