Implementing neural networks for decision support in direct marketing

Innovative methods of artificial intelligence such as artificial neural networks (ANNs) have been increasingly adopted to predict consumer responses to direct marketing.

Implementing Neural Networks For Decision Support In Direct Marketing

Geng Cui and Man Leung Wong Lingnan University, Hong Kong


Modelling consumer responses is critical for direct marketing operations to increase sales, reduce cost...

Not a subscriber?

Schedule your live demo with our team today