Mining the network value of customers
Published: Aug 26, 2001
Abstract
One of the major applications of data mining is in helping companies determine which potential customers to market to. If the expected profit from a customer is greater than the cost of marketing to her, the marketing action for that customer is executed. So far, work in this area has considered only the intrinsic value of the customer (i.e, the expected profit from sales to her). We propose to model also the customer's network value: the...
Paper Details
Title
Mining the network value of customers
Published Date
Aug 26, 2001
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