Improving the direct marketing practices of FMCG retailers through better customer selection : an empirical study comparing the effectiveness of RFM (Recency, Freuency and Monetary) CHAID (Chi-squared Automatic Interaction Detection), stepwise logit (logistic regression) and ANN (Artificial Neural Networks) techniques using different data variable depths
The intent of this thesis is to understand Data Mining technique effectiveness in both shallow (RFM variable only) and expanded data environments. The thesis addresses two specific gaps in research: (1) the relationship between customer selection techniques and performance and (2) the effects of usi...
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Cranfield University
2014
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.630010 |