کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
480396 | 1446077 | 2012 | 11 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: A new SOM-based method for profile generation: Theory and an application in direct marketing A new SOM-based method for profile generation: Theory and an application in direct marketing](/preview/png/480396.png)
The field of direct marketing is constantly searching for new data mining techniques in order to analyze the increasing available amount of data. Self-organizing maps (SOM) have been widely applied and discussed in the literature, since they give the possibility to reduce the complexity of a high dimensional attribute space while providing a powerful visual exploration facility. Combined with clustering techniques and the extraction of the so-called salient dimensions, it is possible for a direct marketer to gain a high level insight about a dataset of prospects. In this paper, a SOM-based profile generator is presented, consisting of a generic method leading to value-adding and business-oriented profiles for targeting individuals with predefined characteristics. Moreover, the proposed method is applied in detail to a concrete case study from the concert industry. The performance of the method is then illustrated and discussed and possible future research tracks are outlined.
► We developed a new method to create customer profiles based on self-organizing maps.
► Enables practitioners to reach previously unknown potentially interested customers.
► A case study confirms that more data leads to a better predictive performance.
Journal: European Journal of Operational Research - Volume 220, Issue 1, 1 July 2012, Pages 199–209