A new SOM-based method for profile generation: theory and an application in direct marketing
Seret, Alex, Verbraken, Thomas, Versailles, Sebastien and Baesens, Bart (2012) A new SOM-based method for profile generation: theory and an application in direct marketing. European Journal of Operational Research, 220, (1), 199-209. (doi:10.1016/j.ejor.2012.01.044).
Full text not available from this repository.
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.
|Keywords:||data mining, customer profiling, som, direct marketing|
|Subjects:||H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA76 Computer software
|Divisions:||Faculty of Business and Law > Southampton Management School
|Date Deposited:||27 Mar 2012 10:56|
|Last Modified:||27 Mar 2014 20:20|
|RDF:||RDF+N-Triples, RDF+N3, RDF+XML, Browse.|
Actions (login required)