| 直邮营销中统计数据挖掘的应用 |
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| 引用本文： | 张俊妮,赵永鹏,曹丽娜,邵亚楠.直邮营销中统计数据挖掘的应用[J].数理统计与管理,2007,26(2):291-296. |
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| 作者姓名： | 张俊妮 赵永鹏 曹丽娜 邵亚楠 |
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| 作者单位： | 北京大学光华管理学院商务统计与经济计量系,北京,100871 |
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| 摘 要： | 我们将讨论在直邮营销行业中如何使用数据挖掘方法分析客户历史数据,提高营销的效率。随后我们给出对某公司真实数据的一个分析实例。
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| 关 键 词： | 目标客户 市场细分 关联规则 Logistic回归 神经网络 决策树 |
| 文章编号： | 1002-1566（2007）02-0291-06 |
| 修稿时间： | 2005-10-10 |
Statistical Data Mining Applications for Direct Mail Marketing |
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| ZHANG Jun-ni,ZHAO Yong-peng,CAO Li-na,SHAO Ya-nan.Statistical Data Mining Applications for Direct Mail Marketing[J].Application of Statistics and Management,2007,26(2):291-296. |
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| Authors: | ZHANG Jun-ni ZHAO Yong-peng CAO Li-na SHAO Ya-nan |
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| Institution: | Department of Business Statistics and Econometrics, Guanghua School of Management, Peking University, Beijing 100871 |
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| Abstract: | We discuss how to use data mining methods to analyze historical customer data in direct mail marketing and to improve marketing efficiency. We then present an application to a real data set for a company that uses direct mail marketing. |
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| Keywords: | target customer market segmentation association rule logistic regression neural network decision tree |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
