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Assumption: All profits are generated by the campaign!
80% are voluntary buyers!
The only customers who can be positively influenced.
The difference: # of undecided customers targeted.
The traditional paradigm favors M1.
M2 has targeted more buyers!
For a given number of contacts, influential marketingaims to maximize UBR by targeting undecided customers.
RR = DBR + UBR
RR of Control
UBR = RR – DBR
Characteristics exclusive to positive class: those of undecided customers.
decided + undecided
non + undecided
The learning matrix
MT – MC (UBR)
similar to traditional paradigm
Our influential approach
Our influential approach – oversample (3)
(SAS Enterprise Miner)
Association Rule Classifier