https://scholars.lib.ntu.edu.tw/handle/123456789/103363
標題: | 個別客戶忠誠度之衡量:購買率層級式貝氏統計分析預測模式之建立 | 其他標題: | A Bayesian Approach to Estimating Expected Purchase Frequency in Direct Marketing | 作者: | 任立中 | 公開日期: | 2000 | 出版社: | 臺北市:國立臺灣大學國際企業學系暨研究所 | 摘要: | Direct marketers are often faced with the task of ranking, or scoring individual customers in terms of their expected value to the firm. A critical element of these scoring systems is expected frequency of customer interaction. In this paper the authors develop a hierarchical Bayes model of purchase frequency that combines a Poisson likelihood with a gamma mixing distribution, where is mixing distribution is a function of covariates. The proposed model is evaluated with two direct marketing datasets, and is shown to provide improved estimates of purchase frequency, particularly for customers with short purchase histories or who have infrequent interaction with the firm. |
URI: | http://ntur.lib.ntu.edu.tw//handle/246246/17007 http://ntur.lib.ntu.edu.tw/bitstream/246246/17007/1/892416H002055.pdf |
其他識別: | 892416H002055 | Rights: | 國立臺灣大學國際企業學系暨研究所 |
顯示於: | 國際企業學系 |
檔案 | 描述 | 大小 | 格式 | |
---|---|---|---|---|
892416H002055.pdf | 113.19 kB | Adobe PDF | 檢視/開啟 |
在 IR 系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。