A neural network application to consumer classification to improve the timing of direct marketing activities [An article from: Computers and Operations Research] [HTML] [Digital]

June 6, 2010 by umutkshr · Leave a Comment
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This digital document is a journal article from Computers and Operations Research, published by Elsevier in . The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.Description: This article develops an alternative estimation approach for classifying new prospective consumers as ”good” or ”bad” prospects for direct marketing purposes. We show that the traditional approach of u (more…)

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Tags: activities, Application, classification, consumer, Direct, improve, Marketing, Network, neural, timing

Direct Marketing Rules of Thumb: 1,000 Practical and Profitable Ideas to Help You Improve Response, Save Money, and Increase Efficiency in Your Direct Program [Hardcover]

May 19, 2010 by umutkshr · Leave a Comment
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A goldmine of tested DM tips and techniques. DM guru Nat Bodian’s latest direct marketing tool crams 40 years of experience into a treasure drove of response-driven strategies for racking up sales by mail, phone, and space advertising. Exhaustively indexed to make fast access easy, Direct Marketing Rules of Thumb packs 1,000 priceless time and money saving ideas you need to: prepare, use, and evaluate every DM component–from headlines to offers to credit and collections; locate (more…)

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