Generating Scoring Models with Auxilary Target Variables and Data Bridging

Johannes Ruthland and Wendy Gersten

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior.

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...

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