Modeling direct marketing response : bayesian networks with evolutionary programming

Authors

Geng CUIFollow
Man Leung WONGFollow

Document Type

Paper Series

Publication Date

6-2002

No.

053-012

Abstract

Given the explosive growth of customer information, data mining can potentially discover new knowledge to improve decision making in marketing. This study proposes a data mining approach to modeling direct marketing response using Bayesian Networks(BN) and Evolutionary Programming (EC) and applies these methods to direct marketing data. The results suggest this approach generate superior results than the conventional method of logistic regression. Future research in this area should devote more attention to applying data mining methods to solving complex problems facing today's businesses.

Comments

HKIBS Working Paper Series 053-012

Recommended Citation

Cui, G., & Wong, M. L. (2002). Modeling direct marketing response: Bayesian networks with evolutionary programming (HKIBS Working Paper Series 053-012). Retrieved from Lingnan University website: http://commons.ln.edu.hk/hkibswp/39