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Enhancing Target Group Selection Using Belief Functions
One of the most critical decisions in customer relationship management, interactive marketing, and in direct marketing is the assignment
of customers to groups with similar response characteristics. This decision
usually is based on previous purchase behavior and socio-demographic variables. Unfortunately, information from different sources is likely to provide
the managers with conflicting indications of group memberships. In this study
we utilize Multi Sensor Clustering and a Rough Sets approach for assigning
individuals to groups. We outline the combination of different assignment recommendations by means of the Evidence Theory and the Transferable Belief
Model. For an empirical application we rely on a set transaction data recorded
from a customer loyalty program.
Autor
Prof. Dr. Ralf Wagner
Jörg Schwerdtfeger
 
ArtikelFachbereichFachrichtung
2009BetriebswirtschaftslehreMarketing/Absatz
 
Schlagwörter
CRM (Customer Relationship Management), Belief Function, Evidence Theory, Direct Marketing, Basic Probability Assignment