Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "4385"
  #_source: array:26 [
    "id" => "4385"
    "slug" => "apport-des-reseaux-de-neurones-pour-le-scoring-en-marketing-direct"
    "yearMonth" => "1995-10"
    "year" => "1995"
    "title" => "Apport des réseaux de neurones pour le scoring en marketing direct"
    "description" => "DESMET, P. (1995). Apport des réseaux de neurones pour le scoring en marketing direct. Dans: <i>Approches Neuronales en Sciences Economiques et de Gestion - 2e Rencontre Internationale</i>. Financial Management Association (FMA), pp. 75-88."
    "authors" => array:1 [
      0 => array:3 [
        "name" => "DESMET Pierre"
        "bid" => "B00000155"
        "slug" => "desmet-pierre"
      ]
    ]
    "ouvrage" => "Approches Neuronales en Sciences Economiques et de Gestion - 2e Rencontre Internationale"
    "keywords" => []
    "updatedAt" => "2021-04-19 17:57:25"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "75-88"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Actes d'une conférence"
      "en" => "Conference Proceedings"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Les réseaux de neurones constituent une approche alternative aux méthodes classiques de scoring utilisées en marketing direct, telles la régression linéaire, la régression logistique ou probit, l'analyse discriminante et la segmentation CH-AID. L'article présente une revue de la littérature sur les analyses comparatives entre ces approches en marketing et discute de manière détaillée une comparaison empirique effectuée dans le domaine de la collecte de fonds."
      "en" => "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."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-11-18T17:21:41.000Z"
    "docTitle" => "Apport des réseaux de neurones pour le scoring en marketing direct"
    "docSurtitle" => "Actes d'une conférence"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>"
    "docDescription" => "<span class="document-property-authors">DESMET Pierre</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1995</span>"
    "keywordList" => ""
    "docPreview" => "<b>Apport des réseaux de neurones pour le scoring en marketing direct</b><br><span>1995-10 | Actes d'une conférence </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Apport des réseaux de neurones pour le scoring en marketing direct</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 9.310849
  +"parent": null
}