Conference Proceedings
Year
1995
Abstract
Neural networks can be used for scoring in direct marketing and need to be benchmarked against other common statistical methods used for this purpose such as regression analysis, logistic or probit regressions, discriminant analysis or CH-AID segmentation. This paper provides a review of the literature that compares these different marketing methods and presents a detailed application in fund raising.
DESMET, P. (1995). Apport des réseaux de neurones pour le scoring en marketing direct. Dans: Approches Neuronales en Sciences Economiques et de Gestion – 2e Rencontre Internationale. Financial Management Association (FMA), pp. 75-88.