Yung-Keun Kwon
ABSTRACT
Personalization is a sharply growing issue to improve customers' loyalty and maximize marketing efficiency. We try to find a personalized prediction model in email marketing. We propose a circuit model combined with genetic programming. It generates recommendation rules using customer profiles. The model showed significant improvement over general mass marketing in a field test of an email marketing company.
- Email Marketing Maximized, Insight Report 2000. Peppers and Rogers Group, 2000.Google Scholar
- M. S. Chen and P. S. Han, J. Yu. Data mining: An overview from a database perspective. IEEE Transactions on Knowledge and Data Engineering, 8(6):866-883, 1996. Google Scholar
- R. Dewan, B. Jing, and A. Seidmann. One-to-one marketing on the internet. In Proceedings of the 20th international conference on Information Systems, pages 93-102, 1999. Google Scholar
- M. Goebel and L. Gruenwald. A survey of data mining and knowledge discovery software tools. SIGKDD Explorations, 1:20-33, 1999. Google Scholar
- D. Goldberg, D. Nichols, B. M. Oki, and D. Terry. Using collaborative filtering to weave an information tapestry. Communications of the ACM, 35(12):61-70, 1992. Google Scholar
- S. Haykin. Neural Networks, A Comprehensive Foundation. Prentice Hall, 1975.Google Scholar
- J. L. Herlocker, J. A. Konstan, A. Borchers, and J. Riedl. An algorithmic framework for performing collaborative filtering. In Proceedings of the 22nd annual international ACM SIGIR conference on Research and development in information retrieval, pages 230-237, 1999. Google Scholar
- H. Iba and N. Nikolaev. Genetic programming polynomial models of financial data series. In IEEE Conf. on Evolutionary Computation, pages 1459-1466, 2000.Google Scholar
- A. F. James and M. S. David. Neural Networks, Algorithms, Applications, and Programming Techniques. Addison Wesley, 1994.Google Scholar
- J. A. Konstan, B. N. Miller, D. Maltz, J. L. Herlocker, L. R. Gordan, and J. Riedl. Grouplens: applying collaborative filtering to usenet news. Communications of the ACM, 40:77-87, 1997. Google Scholar
- J. R. Koza. Genetic Programming: On the Programming of Computers by Means of Natural Selection. The MIT Press, 1992. Google Scholar
- V. Podgorelec, P. Kokol, and J. Zavrsnik. Medical diagnosis predictions using genetic programming. In Computer-based Medical Systems, pages 202-207, 1999. Google Scholar
- J. Roughgarden. Anolis Lizards of the Caribbean: Ecology, Evolution, and Plate Tectonics. Oxford University Press, 1992.Google Scholar
Recommendations
Personalization in Email Marketing: The Role of Noninformative Advertising Content
In collaboration with three companies selling a diverse set of products, we conducted randomized field experiments in which experimentally tailored email ads were sent to millions of individuals. We found consistently that personalizing the emails by ...
Mining customer product ratings for personalized marketing
Special issue: Web data miningWith the increasing popularity of Internet commerce, a wealth of information about the customers can now be readily acquired on-line. An important example is the customers' preference ratings for the various products offered by the company. Successful ...
Comments