| 数据库营销响应建模的一种新的数据挖掘方法 |
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| 引用本文： | 李勇国,田大钢.数据库营销响应建模的一种新的数据挖掘方法[J].桂林电子科技大学学报,2005,25(5):23-26. |
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| 作者姓名： | 李勇国 田大钢 |
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| 作者单位： | 上海理工大学,管理学院,上海,200093;上海理工大学,管理学院,上海,200093 |
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| 摘 要： | 提出了一个新的响应建模方法,这种方法更好地识别出那些对营销活动积极响应的客户,可以在数据挖掘的常用的有指导学习算法中实现,可通过逻辑回归的例子实现此方法。
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| 关 键 词： | 数据挖掘 数据库营销 预测模型 响应建模 模型评估 提升 |
| 文章编号： | 1001-7437(2005)05-23-04 |
| 修稿时间： | 2005年7月28日 |
A Novel Data Mining Approach to Response Modeling in Database Marketing |
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| LI Yong-guo,TIAN Da-gang.A Novel Data Mining Approach to Response Modeling in Database Marketing[J].Journal of Guilin Institute of Electronic Technology,2005,25(5):23-26. |
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| Authors: | LI Yong-guo TIAN Da-gang |
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| Abstract: | This paper first puts forward the business objectives in database marketing and points out the current approaches toward the fulfillment of business objectives.It discusses the existent problems of the current approaches and then proposes a new methodology to identify the customers whose decisions will positively be influenced by campaigns.The proposed methodology can be used together with most commonly used and supervised learning algorithms.An example of Logistic Regression is used to illustrate the proposed methodology.At last,the procedure of estimation and validation models are presented. |
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| Keywords: | data mining database marketing predictive model response modeling model evaluation lift |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
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