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).


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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.

Item Type: Article
ISSNs: 0377-2217 (print)
1872-6860 (electronic)
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
ePrint ID: 336466
Date Deposited: 27 Mar 2012 10:56
Last Modified: 27 Mar 2014 20:20
URI: http://eprints.soton.ac.uk/id/eprint/336466

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