A decision-making framework for precision marketing

作者：

Highlights：

• A decision-making framework for precision marking based on data-mining techniques.

• A trend model to accurately predict monthly supply quantity.

• A RFM (Recency, Frequency and Monetary) model to select customer attributes.

• Decision trees and Pareto values are combined for grouping customers.

• A real case-study to demonstrate the effectiveness of the proposed framework.

摘要

•A decision-making framework for precision marking based on data-mining techniques.•A trend model to accurately predict monthly supply quantity.•A RFM (Recency, Frequency and Monetary) model to select customer attributes.•Decision trees and Pareto values are combined for grouping customers.•A real case-study to demonstrate the effectiveness of the proposed framework.

论文关键词：Data mining,Decision tree,Forecasting,Precision marketing,Decision-making

论文评审过程：Available online 20 December 2014.

论文官网地址：https://doi.org/10.1016/j.eswa.2014.12.022