2022
DOI: 10.3390/jtaer17030051
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Customer Response Model in Direct Marketing: Solving the Problem of Unbalanced Dataset with a Balanced Support Vector Machine

Abstract: Customer response models have gained popularity due to their ability to significantly improve the likelihood of targeting the customers most likely to buy a product or a service. These models are built using databases of previous customers’ buying decisions. However, a smaller number of customers in these databases often bought the product or service than those who did not do so, resulting in unbalanced datasets. This problem is especially significant for online marketing campaigns when the class imbalance eme… Show more

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Cited by 14 publications
(2 citation statements)
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“…The model for measuring progress-digital maturity-is based on the assessment of digital capabilities primarily within these common business dimensions such as customers, strategies, technologies, operations, organization, and culture (Valdez-de-Leon, 2016;Williams et al, 2019;Felch et al, 2019;Eremina et al, 2019;Deloitte, 2018;Mydyti and Kadriu, 2021a;Rogić et al, 2022).…”
Section: Key Aspects Of Data Mining Approach Along the Business Digit...mentioning
confidence: 99%
“…The model for measuring progress-digital maturity-is based on the assessment of digital capabilities primarily within these common business dimensions such as customers, strategies, technologies, operations, organization, and culture (Valdez-de-Leon, 2016;Williams et al, 2019;Felch et al, 2019;Eremina et al, 2019;Deloitte, 2018;Mydyti and Kadriu, 2021a;Rogić et al, 2022).…”
Section: Key Aspects Of Data Mining Approach Along the Business Digit...mentioning
confidence: 99%
“…7,8 Since modern customers are educated and sophisticated, a marketing strategy that meets their needs becomes essential. 7,9,10 Supporting marketing, utilizing technologies, and providing better customer services are top aspects for companies to survive in a difficult era. 11 A source of competitive advantage for e-commerce is achieving customer loyalty and satisfaction.…”
Section: Introductionmentioning
confidence: 99%