Campaign Response Modeling

See: Campaign, Response Modeling, Prediction Task.

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References

2002

• (Gabor Melli, 2002) ⇒ Gabor Melli. (2002). “PredictionWorks' Data Mining Glossary." PredictionWorks.
  • Campaign Response Modeling: This model predicts the people that will most likely respond to a promotional campaign.
    • Business Benefit: Marketing department can achieve its new business quota with fewer resources by concentrating their resources on the better prospects.
    • Data Sources: Data of previous promotional campaigns. Can make use of information from a Segmentation and Profiling Model of the current customer base.
    • Measurements: First model to reach a pre-specified quota (e.g. 85%) of total expected respondents. Often visualized with a lift chart.
    • Techniques: Non-Parametric Classification Algorithms with posterior probability estimates.
    • Issues: (tbd)
    • See Also: Cross Sell Modeling, Data Mining Task, and Gain Chart.
    • References:
      • Kennedy, R. L. et al, "Solving Data Mining Problems Through Pattern Recognition", Prentice Hall/Unica Technologies. pages 4.2 - 4.4, 1998.
      • Berry, M. and Linoff, G. "Data Mining Techniques for Marketing, Sales and Customer Support". Figure 3.1, pages 107-108. 19

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