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Rhee et al., 2009 - Google Patents

How current targeting can hinder targeting in the future and what to do about it

Rhee et al., 2009

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Document ID
10493622114046241803
Author
Rhee E
McIntyre S
Publication year
Publication venue
Journal of Database Marketing & Customer Strategy Management

External Links

Snippet

This study shows how current targeting of customers by a direct marketing firm can result in misleading models of customer response due to the truncation of observations for the customers who are not contacted, as well as the inevitable mis-specification of the …
Continue reading at link.springer.com (HTML) (other versions)

Classifications

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