Issues and problems in applying neural computing to target marketing

Applying a neural network (NN) to the targeting and prediction problems in target marketing poses some unique problems and difficulties unparalleled in other business applications of neural computations. We discuss several of these issues in this article, as applied to solo mailings, offer remedies...

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Bibliographic Details
Published in:Journal of direct marketing 1997, Vol.11 (4), p.63-75
Main Authors: Zahavi, Jacob, Levin, Nissan
Format: Article
Language:English
Subjects:
Direct marketing
Neural networks
Studies
Target markets
Online Access:Get full text
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Summary:Applying a neural network (NN) to the targeting and prediction problems in target marketing poses some unique problems and difficulties unparalleled in other business applications of neural computations. We discuss several of these issues in this article, as applied to solo mailings, offer remedies to some, and discuss possible solutions to others. A numerical example, using NN backpropagation models and involving realistic data, is used to exemplify some of the resulting issues.
ISSN:1094-9968
0892-0591
1520-6653
1522-7138
DOI:10.1002/(SICI)1522-7138(199723)11:4<63::AID-DIR9>3.0.CO;2-U