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Title:
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DATA MINING IN MARKETING ACQUISITION CAMPAIGNS |
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Author(s):
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Krzysztof Dzieciolowski , Dennis Kina |
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ISBN:
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978-972-8924-63-8 |
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Editors:
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Hans Weghorn and Ajith P. Abraham |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Marketing acquisition campaign, geo-spatial data, models performance |
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Type:
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Poster/Demonstration |
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First Page:
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173 |
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Last Page:
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175 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Business applications of data mining in marketing often focus on use of predictive models to classify customer events
such as acquisition, sales of products and services or customer churn. These models frequently utilize internal, individual
customer-level records, as well as external, socio-demographic information, available only at postal-codes or some other
level of geo-spatial aggregation. In order to efficiently acquire new customers companies target individual households
using unaddressed direct mailings distributed to targeted geographical areas. In our poster we examine how data mining
help identify best geographic areas for customer acquisition campaigns. In addition we study the effect of data
aggregation on measuring models performance. We suggest that population-based model performance measures are used
rather than geo-spatial based measures. The work is illustrated with an actual acquisition campaign data from the field of
telecommunication in Canada. |
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