A general framework of targeted marketing

Authors:
Jiajin Huang;Ning Zhong;Y. Y. Yao;Chunnian Liu
Affiliations:
Multimedia and Intelligent Software Technology Beijing Municipal Key Laboratory, College of Computer Science and Technology, Beijing University of Technology, Beijing, P.R. China;Department of Information Engineering, Maebashi Institute of Technology, Maebashi-City, Japan;Department of Computer Science, University of Regina, Regina, Saskatchewan, Canada;Multimedia and Intelligent Software Technology Beijing Municipal Key Laboratory, College of Computer Science and Technology, Beijing University of Technology, Beijing, P.R. China
Venue:
AWIC'05 Proceedings of the Third international conference on Advances in Web Intelligence
Year:
2005

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Abstract

In this paper, inspired by a unified probabilistic model of information retrieval, we propose a general framework of targeted marketing by considering three types of information, namely, the customer profiles, the product profiles, and the transaction databases. The notion of market value functions is introduced, which measure the potential value or profit of marketing a product to a customer. Four sub-models are examined for the estimation of a market value function. Based on market value functions, two targeted marketing strategies, namely, customer-oriented targeted marketing and product-oriented targeted marketing, are suggested. This paper focuses on the conceptual development of the framework. The detailed computation of a market value function and the evaluation of the proposed framework will be reported in another paper.