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Development and demonstration of a customer super-profiling tool to enable efficient targeting in marketing campaigns

dc.contributor.authorWalters, Marisaen_ZA
dc.contributor.authorBekker, Jamesen_ZA
dc.date.accessioned2020-03-02T13:59:04Z
dc.date.available2020-03-02T13:59:04Z
dc.date.issued2018
dc.identifier.citationWalters, M. & Bekker, J. 2018. Development and demonstration of a customer super-profiling tool to enable efficient targeting in marketing campaigns. In SAIIE29 Proceedings, 24-26 October 2018, Spier, Stellenbosch, South Africa
dc.identifier.urihttp://hdl.handle.net/10019.1/107564
dc.descriptionCITATION: Walters, M. & Bekker, J. 2018. Development and demonstration of a customer super-profiling tool to enable efficient targeting in marketing campaigns. In SAIIE29 Proceedings, 24-26 October 2018, Spier, Stellenbosch, South Africa.
dc.descriptionThe original publication is available at https://conferences.sun.ac.za/index.php/saiie29/saiie29/schedConf/presentations
dc.description.abstractENGLISH ABSTRACT: Being part of a competitive generation demands having good marketing policies to attract new customers as well as to retain existing customers. This research outlines a general methodology for segmentation of customers by using the model of Recency, Frequency and Monetary (RFM) to identify types of customers, and then predict their customer profiles, based on demographic and behavioural features. A few previous studies dealt with the question using non-aggregate customer data. We, however, also address the problem by using decision trees, something which has rarely been done before. We applied and demonstrated this tool on a large customer dataset and found useful results.en_ZA
dc.description.urihttps://conferences.sun.ac.za/index.php/saiie29/saiie29/paper/view/3579
dc.format.extent16 pagesen_ZA
dc.language.isoen_ZAen_ZA
dc.publisherSouth African Institute for Industrial Engineeringen_ZA
dc.subjectData setsen_ZA
dc.subjectAcquisition of data setsen_ZA
dc.subjectMarketing -- Campaignsen_ZA
dc.subjectCustomers (consumers) -- Profilingen_ZA
dc.titleDevelopment and demonstration of a customer super-profiling tool to enable efficient targeting in marketing campaignsen_ZA
dc.typeConference Paperen_ZA
dc.description.versionPublisher's version
dc.rights.holderAuthors retain copyrighten_ZA


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