A decision theoretic approach to targeted advertising
作者： David Maxwell Chickering , David Heckerman
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摘要: A simple advertising strategy that can be used to help increase sales of a product is mail out special offers selected potential customers. Because there cost associated with sending each offer, the optimal mailing depends on both benefit obtained from purchase and how offer affects buying behavior In this paper, we describe two methods for partitioning customers into groups, show perform cost-benefit analysis decide which, if any, groups should targeted. particular, consider decision-tree learning algorithms. The first an "off shelf" algorithm model probability will buy product. second new similar first, except group, it explicitly models under scenarios: (1) sent members group (2) not group. Using data real-world experiment, compare algorithms other naive mail-to-all strategy.
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