Focusing on non-respondents: Response modeling with novelty detectors

  • Authors:
  • Hyoung-joo Lee;Sungzoon Cho

  • Affiliations:
  • Department of Industrial Engineering, Seoul National University, San 56-1, Shillim-dong, Kwanak-gu, Seoul, 151-744, Republic of Korea;Department of Industrial Engineering, Seoul National University, San 56-1, Shillim-dong, Kwanak-gu, Seoul, 151-744, Republic of Korea

  • Venue:
  • Expert Systems with Applications: An International Journal
  • Year:
  • 2007

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Abstract

This paper proposes to use novelty detection approaches to alleviate the class imbalance in response modeling. Two novelty detectors, one-class support vector machine (1-SVM) and learning vector quantization for novelty detection (LVQ-ND), are compared with binary classifiers for a catalogue mailing task with DMEF4 dataset. The novelty detectors are more accurate and more profitable when the response rate is low. When the response rate is relatively high, however, a support vector machine model with modified misclassification costs performs the best. In addition, the novelty detectors turn in higher profits with a low mailing cost, while the SVM model is the most profitable with a high mailing cost.