Generating Scoring Models With Auxiliary Target Variables And Data Bridging
Wendy Gersten DaimlerChrysler ResearchJohannes Ruhland Friedrich-Schiller-University of Jena
The Status Quo and Problem Description
Over the last few years, the use of direct marketing campaigns to solicit potential customers through individual and personalized communications has soared (DMA, 2002). This is due to rising costs for sales representatives, decreasing ...