Neural Networks for Target Selection in Direct Marketing
Rob Potharst (Erasmus University Rotterdam, The Netherlands), Uzay Kaymak (Erasmus University Rotterdam, The Netherlands) and Wim Pijls (Erasmus University Rotterdam, The Netherlands)
Copyright: © 2002
The outline of the chapter is as follows. The section on direct marketing explains briefly what it is and discusses the target selection problem in direct marketing. Target selection for a charity organization is also explained. The next section discusses how neural networks can be used for building target selection models that a charity organization can use. The section on data preparation considers how the actual data for training the neural networks is obtained from the organization’s database. The actual model building steps are explained in the following section. The results of the neural network models are discussed afterwards, followed by a comparison of the results with some other target selection methods. Finally, the chapter concludes with a short discussion.