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Customer Targeting: A Neural Network Approach Guided by Genetic Algorithms
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Data Envelopment Analysis: A Comprehensive Text with Models, Applications, References and DEA-Solver Software
A decision support system for direct mailing decisions
Decision Support Systems
Journal of Management Information Systems
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A case study of applying data mining techniques in an outfitter's customer value analysis
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The worst-practice DEA model with slack-based measurement
Computers and Industrial Engineering
Spatially enabled customer segmentation using a data classification method with uncertain predicates
Decision Support Systems
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Decision Support Systems
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International Journal of Business Information Systems
Customer portfolio analysis using the SOM
International Journal of Business Information Systems
Optimising e-marketing criteria for customer communication in food and drink sector in Greece
International Journal of Business Information Systems
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International Journal of Business Information Systems
Using rough set and worst practice DEA in business failure prediction
RSFDGrC'05 Proceedings of the 10th international conference on Rough Sets, Fuzzy Sets, Data Mining, and Granular Computing - Volume Part II
Information Systems and e-Business Management
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The problem argued in the literature of direct mailing decisions generally contains three parts: 1 forecasting customers' future purchase/non-purchase responses; 2 evaluating the effectiveness of various strategies for increasing customers purchase responses; 3 prioritising the customers in terms of their values. A significant body of the literature has been dedicated to the first two components, and in particular, to purchase/non-purchase prediction modelling. However, in the current paper, we do not address these two components, but rather we focus on the third component. To this end, data envelopment analysis DEA technique and particularly cross-efficiency formulation of the best practice frontier Charnes, Cooper and Rhodes CCR Charnes et al., 1978 BPF-CCR is used to determine those customers who should be put on the first priorities of marketing mailing list. In addition, the cross-efficiency formulation of worst practice frontier CCR WPF-CCR is developed to exclude the worst customers from mailing list and save the mailing expenses for the best practice ones. Using a numerical example, the application of the proposed model is demonstrated.