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Advanced Database Marketing : Innovative Methodologies and Applications for Managing Customer Relationships.

Author: Koen W De Bock; Kristof Coussement; Scott A Neslin
Publisher: London : Taylor and Francis, 2016.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Bock, Koen W. De.
Advanced Database Marketing : Innovative Methodologies and Applications for Managing Customer Relationships.
London : Taylor and Francis, ©2016
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Koen W De Bock; Kristof Coussement; Scott A Neslin
ISBN: 9781317185284 1317185285
OCLC Number: 1018146492
Description: 1 online resource (382 pages)
Contents: Contents: Preface; Introduction; Part I Methods: Data processing in database marketing: tasks, techniques, and why they matter, Stefan Lessman; Textual customer data handling for quantitative marketing analytics, Kristof Coussement and Koen W. De Bock; Bayesian networks and applications in direct marketing, Yuan Yuan Guo and Man Leung Wong; Quantile regression for database marketing: methods and applications, Dries F. Benoit and Dirk Van den Poel; Ensemble learning in database marketing, Koen W. De Bock and Kristof Coussement; Advanced rule base learning: active learning, rule extraction, and incorporating domain knowledge, Thomas Verbraken, Veronique Van Vlasselaer, Wouter Verbeke, David Martens, and Bart Baesens. Part II Applications: Hybrid models for recommender systems, Asim Ansari; Marketing in the new mobile economy, Anindya Ghose and Sang-Pil Han; Targeting display advertising, Wendy W. Moe; Paid search advertising, Oliver J. Rutz and Randolph E. Bucklin; Social media management, Dina Mayzlin; Dynamic customer optimization models, Scott A. Neslin; Direct marketing in the non-profit sector, Griet Verhaert; Index.

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'This is a great book for masters or doctoral students, academics and practitioners interested in learning the cutting-edge knowledge in database marketing. It provides a comprehensive coverage on Read more...

 
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