روش جدید مبتنی بر SOM برای تولید پروفایل : تئوری و کاربرد در بازاریابی مستقیم
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|2416||2012||11 صفحه PDF||سفارش دهید||8693 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : European Journal of Operational Research, Volume 220, Issue 1, 1 July 2012, Pages 199–209
The field of direct marketing is constantly searching for new data mining techniques in order to analyze the increasing available amount of data. Self-organizing maps (SOM) have been widely applied and discussed in the literature, since they give the possibility to reduce the complexity of a high dimensional attribute space while providing a powerful visual exploration facility. Combined with clustering techniques and the extraction of the so-called salient dimensions, it is possible for a direct marketer to gain a high level insight about a dataset of prospects. In this paper, a SOM-based profile generator is presented, consisting of a generic method leading to value-adding and business-oriented profiles for targeting individuals with predefined characteristics. Moreover, the proposed method is applied in detail to a concrete case study from the concert industry. The performance of the method is then illustrated and discussed and possible future research tracks are outlined.