Using supervised machine learning methods for RFM segmentatio : a casino direct marketing communication case
Alternative title: | Korištenje nadziranih metoda strojnoga učenja za RFM segmentaciju : sluc̆aj izravne marketins̆ke komunikacije kasina |
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Year of publication: |
2023
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Authors: | Bratina, Danijel ; Faganel, Armand |
Published in: |
Market : review for marketing theory and practice. - Zagreb : Školska Knjiga, ISSN 0353-4790, ZDB-ID 1196573-3. - Vol. 35.2023, 1, p. 7-22
|
Subject: | RFM segmentation | machine learning algorithms | decision trees | support vector machines | naive Bayes algorithm | logistic regression | Künstliche Intelligenz | Artificial intelligence | Algorithmus | Algorithm | Mustererkennung | Pattern recognition | Entscheidungsbaum | Decision tree | Marketingmanagement | Marketing management | Direktmarketing | Direct marketing | Prognoseverfahren | Forecasting model |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Notes: | Zusammenfassung in kroatischer Sprache |
Other identifiers: | 10.22598/mt/2023.35.1.7 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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