Targeting Prospective Customers: Robustness of Machine-Learning Methods to Typical Data Challenges
We investigate how firms can use the results of field experiments to optimize the targeting of promotions when prospecting for new customers. We evaluate seven widely used machine-learning methods using a series of two large-scale field experiments. The first field experiment generates a common pool...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
Institute for Operations Research and the Management Sciences (INFORMS),
2021-04-22T18:30:28Z.
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| Subjects: | |
| Online Access: | Get fulltext |