TY - JOUR
T1 - Issues and problems in applying neural computing to target marketing
AU - Zahavi, Jacob
AU - Levin, Nissan
PY - 1997
Y1 - 1997
N2 - Applying a neural network (NN) to the targeting and prediction problems in target marketing poses some unique problems and difficulties unparalleled in other business applications of neural computations. We discuss several of these issues in this article, as applied to solo mailings, offer remedies to some, and discuss possible solutions to others. A numerical example, using NN backpropagation models and involving realistic data, is used to exemplify some of the resulting issues.
AB - Applying a neural network (NN) to the targeting and prediction problems in target marketing poses some unique problems and difficulties unparalleled in other business applications of neural computations. We discuss several of these issues in this article, as applied to solo mailings, offer remedies to some, and discuss possible solutions to others. A numerical example, using NN backpropagation models and involving realistic data, is used to exemplify some of the resulting issues.
UR - https://www.scopus.com/pages/publications/0002082928
U2 - 10.1002/(sici)1522-7138(199723)11:4<63::aid-dir9>3.0.co;2-u
DO - 10.1002/(sici)1522-7138(199723)11:4<63::aid-dir9>3.0.co;2-u
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AN - SCOPUS:0002082928
SN - 1094-9968
VL - 11
SP - 63
EP - 75
JO - Journal of Interactive Marketing
JF - Journal of Interactive Marketing
IS - 4
ER -