Format:
1 online resource (349 pages)
Edition:
1st ed.
ISBN:
9781409444619
,
9781317185284
Note:
Cover -- Contents -- List of Figures -- List of Tables -- About the Editors -- List of Contributors -- Preface -- Introduction -- 1 The Brave New World of Database Marketing -- 2 Book Contents -- References -- Part I: Methods -- 1 Data Preprocessing in Database Marketing: Tasks, Techniques, and Why They Matter -- 1 Introduction -- 2 The Process of Knowledge Discovery from Databases -- 3 The Tasks and Techniques of Data Preprocessing -- 4 Predicting Households' Income Level: The Effect of Data Projection on Forecasting Accuracy -- 5 Conclusions -- References -- 2 Textual Customer Data Handling for Quantitative Marketing Analytics -- 1 Introduction -- 2 The Unpopularity of Textual Data Analysis -- 3 Text Mining: The Process -- 4 Software -- 5 Conclusion and Directions for Further Research -- Appendix 1: 10 Hotel Le Palais in Prague Reviews Randomly Scraped from TripAdvisor -- Appendix 2: Term-by-document Matrix -- References -- 3 Bayesian Networks and Applications in Direct Marketing -- 1 Introduction -- 2 Bayesian Networks -- 3 Bayesian Network Classifiers -- 4 Learning Bayesian Networks from Incomplete Databases -- 5 Direct Marketing Modeling -- 6 The Evolutionary Bayesian Network (EBN) Algorithm -- 7 Application in Direct Marketing Modeling -- 8 Conclusion -- Acknowledgments -- References -- 4 Quantile Regression for Database Marketing: Methods and Applications -- 1 Introduction -- 2 Methodological Background -- 3 Case Studies -- 4 Summary -- References -- 5 Ensemble Learning in Database Marketing -- 1 Introduction -- 2 Basics of Ensemble Learning -- 3 Algorithms -- 4 Applications in Database Marketing -- 5 Advanced Topics -- 6 Software -- 7 Summary -- References -- 6 Advanced Rule-based Learning: Active Learning, Rule Extraction, and Incorporating Domain Knowledge -- 1 Introduction -- 2 Rule Extraction
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13 Direct Marketing in the Non-profit Sector -- 1 Introduction -- 2 Different Aspects of the Donor Lifecycle -- 3 Multi-channel Approach -- 4 Database and Methods to Optimize Direct Marketing in Fundraising -- 5 Campaign Evaluation -- 6 Conclusion, Challenges, and Opportunities for the Future -- References -- Index
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3 Decompositional Rule Extraction from Artificial Neural Networks -- 4 Decompositional Rule Extraction from Support Vector Machines -- 5 Pedagogical Rule Extraction Algorithms -- 6 Visualizing the Extracted Rule Sets Using Decision Tables -- 7 Case Study: Rule Extraction for Customer Churn Prediction -- 8 Conclusion -- References -- Part II: Applications -- 7 Hybrid Models for Recommender Systems -- 1 Introduction -- 2 Hybrid Latent Factor Models -- 3 Model Extensions -- 4 Estimation Methodologies and Issues -- 5 Item Selection Model -- 6 Conclusions -- References -- 8 Marketing in the New Mobile Economy -- 1 Introduction -- 2 Mobile Web and Apps -- 3 Mobile Social Media and Social Network -- 4 Location-based Services: The Impact of Real-time Geography on User Browsing and Purchase Behaviors -- 5 Mobile Commerce -- 6 Conclusion -- References -- 9 Targeting Display Advertising -- 1 Introduction -- 2 Measuring the Effectiveness of Online Display Advertising -- 3 Targeting Strategies -- 4 Risks of Targeting Display Ads -- 5 Future Research -- References -- 10 Paid Search Advertising -- 1 Introduction -- 2 A Short-term Perspective - Paid Search as a Direct Marketing Tool -- 3 A Long-term Perspective - Indirect Effects of Paid Search -- 4 Beyond Keywords -- 5 Emerging Topics -- 6 Conclusion -- References -- 11 Social Media Management -- 1 Introduction -- 2 The "Why" and "What?" of Social Media -- 3 Social Media Metrics and Data Collection -- 4 The Firm's Management of Social Interactions (and Social Media) -- References -- 12 Dynamic Customer Optimization Models -- 1 Introduction -- 2 The Impetus for Dynamic Customer Optimization -- 3 The Elements of Dynamic Customer Optimization -- 4 The Development of the Dynamic Customer Optimization Field -- 5 Applications -- 6 Summary, Key Challenges, and Future Research -- References
Additional Edition:
Print version Bock, Koen W. De Advanced Database Marketing London : Taylor & Francis Group,c2013 ISBN 9781409444619
Language:
English
Keywords:
Electronic books
URL:
FULL
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