Data Pre-processing for Database Marketing

Abstract

To increase effectiveness in their marketing and Customer Relationship Manager activities, many organizations are adopting strategies of Database Marketing (DBM). Nowadays, DBM faces new challenges in business knowledge since current strategies are mainly approached by classical statistical inference, which may fail when complex, multi-dimensional and… (More)

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Cite this paper

@inproceedings{Pinto2004DataPF, title={Data Pre-processing for Database Marketing}, author={Filipe Pinto and Manuel Filipe Santos and Paulo Cortez and H{\'e}lder Quintela}, year={2004} }