id	author	title	date	pages	extension	mime	words	sentences	flesch	summary	cache	txt
work_dgj4alh4ljbztkeddln4v3m72u	Kristof Coussement	Improving direct mail targeting through customer response modeling	2015	3	.pdf	application/pdf	1892	137	48	Improving direct mail targeting through customer response modeling Improving direct mail targeting through customer response modeling One approach to improve direct mail targeting is response modeling, i.e. a predictive modeling First, we introduce well-known statistical and data-mining classification techniques (logistic regression, linear and quadratic discriminant analysis, Response modeling identifies customers that are likely to respond better to the marketing campaign First, we will introduce the most popular response modeling methods to the direct marketing community. managerial insights on classifier choice are given to the direct marketing community taken into account the comprehensibility and predictive performance of the response model. the direct marketing field and its links with customer response 2. Direct marketing and response modeling Moreover, the market analysts project a 1% growth increase in direct mail spending for 2015, probability to respond to a specific mailing based on their past behavior is called the customer response modeling (Bose & Chen, 2009;	./cache/work_dgj4alh4ljbztkeddln4v3m72u.pdf	./txt/work_dgj4alh4ljbztkeddln4v3m72u.txt