دانلود مقاله ISI انگلیسی شماره 23569
ترجمه فارسی عنوان مقاله

ارزیابی عملکرد مدلهای ارزیابی بازاریابی مستقیم

عنوان انگلیسی
Assessing the performance of direct marketing scoring models
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
23569 2001 14 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Interactive Marketing, Volume 15, Issue 1, 2001, Pages 49–62

ترجمه کلمات کلیدی
ارزیابی عملکرد - مدلهای ارزیابی بازاریابی مستقیم
کلمات کلیدی انگلیسی
Assessing the performance,direct marketing scoring models
پیش نمایش مقاله
پیش نمایش مقاله  ارزیابی عملکرد مدلهای ارزیابی بازاریابی مستقیم

Direct marketers commonly assess their scoring models with a single-split, gains chart method: They split the available data into “training” and “test” sets, estimate their models on the training set, apply them to the test set, and generate gains charts. They use the results to compare models (which model should be used), assess overfitting, and estimate how well the mailing will do. It is well known that the results from this approach are highly dependent on the particular split of the data used, due to sampling variation across splits. This paper examines the single-split method. Does the sampling variation across splits affect one's ability to distinguish between superior and inferior models? How can one estimate the overall performance of a mailing accurately? I consider two ways of reducing the variation across splits: Winsorization and stratified sampling. The paper gives an empirical study of these questions and variance-reduction methods using the DMEF data sets.