Abstract:Improving the Profitability of Direct Marketing:A Quantile Regression Approach by ZHANG Xi
Master of PhilosophyDirect marketing is to target consumers who are most likely to respond. A number of target selection methods have been employed to select potential customers. These methods either only consider the customer response probability and ignore the profit issue or assume that the estimates of profit are homogenous across customers when considering the expected amount of profit. Furthermore, the traditional … Show more
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