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A comparative study of fuzzy target selection methods in direct marketing Export

by: J. M. Sousa, U. Kaymak, S. Madeira
Fuzzy Systems, 2002. FUZZ-IEEE'02. Proceedings of the 2002 IEEE International Conference on In Fuzzy Systems, 2002. FUZZ-IEEE'02. Proceedings of the 2002 IEEE International Conference on, Vol. 2 (2002), pp. 1251-1256.

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Target selection in direct marketing is an important data mining problem for which fuzzy modeling can be used. The paper compares several fuzzy modeling techniques applied to target selection based on recency, frequency and monetary value measures. The comparison uses cross validation applied to mailing campaigns of a charity organization


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