Data accuracy's impact on segmentation performance : benchmarking RFM analysis, logistic regression, and decision trees
Year of publication: |
2014
|
---|---|
Authors: | Coussement, Kristof ; Van den Bossche, Filip ; De Bock, Koen W. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 1, p. 2751-2758
|
Subject: | Customer segmentation | Direct marketing | Data quality | Data accuracy | RFM | Decision trees | Datenqualität | Entscheidungsbaum | Decision tree | Benchmarking | Direktmarketing | Regressionsanalyse | Regression analysis | Marktsegmentierung | Market segmentation |
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