Using Market Value Functions for Targeted Marketing Data Mining

  title={Using Market Value Functions for Targeted Marketing Data Mining},
  author={Yiyu Yao and Ning Zhong and Jiajin Huang and Chuangxin Ou and Chunnian Liu},
Targeted marketing typically involves the identification of customers or products having potential market values. We propose a linear model for solving this problem by drawing and extending results from information retrieval. It is assumed that each object is represented by values of a finite set of attributes. A market value function, which is a linear combination of utility functions on attribute values, is used to rank objects. Several methods are examined for mining market value functions… CONTINUE READING