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http://hdl.handle.net/1942/2872
Title: | The improvement of response modeling: combining rule-induction and case-based reasoning | Authors: | COENEN, FILIP SWINNEN, Gilbert VANHOOF, Koen WETS, Geert |
Issue Date: | 2000 | Publisher: | PERGAMON-ELSEVIER SCIENCE LTD | Source: | EXPERT SYSTEMS WITH APPLICATIONS, 18(4). p. 307-313 | Abstract: | Direct mail is a typical example for response modeling to be used. In order to decide which people will receive the mailing, the potential customers are divided into two groups or classes (buyers and non-buyers) and a response model is created. Since the improvement of response modeling is the purpose of this paper, we suggest a combined approach of rule-induction and case-based reasoning. The initial classification of buyers and non-buyers is done by means of the CS-algorithm. To improve the ranking of the classified cases, we introduce in this research rule-predicted typicality. The combination of these two approaches is tested on synergy by elaborating a direct mail example. (C) 2000 Elsevier Science Ltd. All rights reserved. | Notes: | Limburgs Univ Ctr, Dept Appl Econ, B-3590 Diepenbeek, Belgium.Coenen, F, Limburgs Univ Ctr, Dept Appl Econ, Univ Campus, B-3590 Diepenbeek, Belgium. | Keywords: | C4.5 algorithm; case-based reasoning; data mining; direct mail; response modeling; typicality | Document URI: | http://hdl.handle.net/1942/2872 | DOI: | 10.1016/S0957-4174(00)00012-9 | ISI #: | 000087140300005 | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2001 |
Appears in Collections: | Research publications |
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