Enhancing Target Group Selection Using Belief Functions

Ralf Wagner and Jörg Schwerdtfeger ()
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Jörg Schwerdtfeger: University of Kassel

Chapter 68 in Operations Research Proceedings 2008, 2009, pp 419-424 from Springer

Abstract: Summary One of the most critical decisions in customer relationship management, interactive marketing, and in direct marketing is the assignment of customers to groups with similar response characteristics. This decision usually is based on previous purchase behavior and socio-demographic variables. Unfortunately, information from different sources is likely to provide the managers with conicting indications of group memberships. In this study we utilize Multi Sensor Clustering and a Rough Sets approach for assigning individuals to groups. We outline the combination of different assignment recommendations by means of the Evidence Theory and the Transferable Belief Model. For an empirical application we rely on a set transaction data recorded from a customer loyalty program.

Keywords: Customer Relationship Management; Belief Function; Evidence Theory; Direct Marketing; Basic Probability Assignment (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/978-3-642-00142-0_68

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