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A decision-making framework for precision marketing

机译：精准营销的决策框架

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摘要

Precision marketing offers personalized customer service and is used to help enterprises increase their profits by means of high-efficiency marketing. This paper presents a novel decision-making framework for precision marking using data-mining techniques. First, this study presents a trend model to accurately predict monthly supply quantity; second, it uses a RFM (Recency, Frequency and Monetary) model to select attributes to cluster customers into different groups; third, it uses CHAID decision trees and Pareto values to identify important attribute values to distinguish different customer groups; and finally, it creates different supply strategies targeting each customer group. The objective of the proposed precision-making framework is to help managers identify the potential characteristics of different customer categories and put forward appropriate precision marketing strategies, which can greatly reduce inventory for every customer category. The real-world data from a company in China were collected and used in a case study to illustrate how to implement the proposed framework. This case study demonstrates that our proposed decision-making framework is efficient and capable of providing a very good precision marketing strategy for enterprises.
机译：精准营销可提供个性化的客户服务，并通过高效营销帮助企业提高利润。本文提出了一种使用数据挖掘技术进行精确标记的新型决策框架。首先，本研究提出了一种趋势模型，可以准确地预测月度供应量；其次，它使用RFM（新近度，频率和货币）模型来选择属性以将客户分为不同的组。第三，它使用CHAID决策树和Pareto值来识别重要的属性值，以区分不同的客户群。最后，它针对每个客户群创建了不同的供应策略。拟议的精确制定框架的目的是帮助经理识别不同客户类别的潜在特征，并提出适当的精确营销策略，从而可以大大减少每个客户类别的库存。收集了来自中国一家公司的真实数据，并将其用于案例研究中，以说明如何实施建议的框架。此案例研究表明，我们提出的决策框架是有效的，能够为企业提供非常好的精准营销策略。

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  • 来源
    《Expert Systems with Application》 |2015年第7期|3357-3367|共11页
  • 作者

    Zhen You; Yain-Whar Si; Defu Zhang; XiangXiang Zeng; Stephen C.H. Leung; Tao Li;

  • 作者单位

    Department of Computer Science, Xiamen University, Xiamen 361005, China;

    Department of Computer and Information Science, University of Macau, Macau, China;

    Department of Computer Science, Xiamen University, Xiamen 361005, China;

    Department of Computer Science, Xiamen University, Xiamen 361005, China;

    Department of Management Sciences, City University of Hong Kong, Hong Kong;

    Department of Computer Science, Xiamen University, Xiamen 361005, China,School of Computer Science, Florida International University, Miami, FL, USA;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Data mining; Decision tree; Forecasting; Precision marketing; Decision-making;

    机译：数据挖掘;决策树;预测;精准营销;做决定;

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