| Author: | Choi, Pik-lee Berry |
| Title: | Discovering direct mailing strategy through data mining |
| Degree: | M.Sc. |
| Year: | 2002 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Direct-mail fund raising Direct marketing Data mining Mailing lists |
| Department: | Department of Computing |
| Pages: | 73 leaves : ill. ; 30 cm. |
| Language: | English |
| Abstract: | Direct mail is broadly employed as a major marketing tool in most organizations to recruit new customers, renew and upgrade existing customers. However, it is a common problem that marketers find it difficult to select the most likely prospects and decide the appropriate criteria on selecting the prospects. On the other hand, even small improvements in the yield for a mailing can mean substantial profits, as direct mailing is to use customer information for the development of an ongoing, continuous relationship with each individual in the mailing database. Therefore, it leads the marketers to search for the most effective methods dealing with this direct mailing problem. Recently, there have been increasingly research activities proposing data mining as one of the solutions, as data mining is the process of nontrivially extracting implicit and potentially useful information from data in database. In our study, we successfully use data mining to construct the models to predict the respondents of the direct mail campaigns and also the contributions of the respondents. As a result, we can yield over 80% of the total profits by sending only 35% of the mailings. From the rules, we identify the prospective variables characterizing respondents and non-respondents so as to develop more appropriate criteria on selecting the prospects and excluding the least likely prospects. Besides, the study also reveals the good indicators for the selection of the most generous donors. After we have more understandings on the profiles of the respondents and the non-respondents, we suggest the strategies for the direct mailing campaigns. Data collected from a large charity organization is used for the demonstrations. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b17523412.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 4.85 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/5577