Title:

The use of data mining models in solving the problem of imbalanced classes based on the example of an online marketing campaign

Group publication title:

Ekonometria = Econometrics

Title in english:

Wykorzystanie modeli data mining w rozwiązywaniu problemu niezrównoważonych klas na przykładzie kampanii marketingowych w Internecie

Creator:

Łapczyński, Mariusz ; Surma, Jerzy

Subject and Keywords:

C&RT ; random forests ; imbalanced class problem ; online social network ; banner ad campaign ; losowy las ; problem niezbilansowanych prób ; portal społecznościowy ; kampania banerowa

Description:

Ekonometria = Econometrics, 2015, Nr 3 (49), s. 9-19

Abstrakt:

While building predictive models in analytical CRM, researchers often encounter the problem of imbalanced classes (skewed distributions of dependent variables), which consists in the fact that the number of observations belonging to one category of the dependent variable is much lower than the number of observations belonging to the second category of that variable. This is related to such areas as churn analysis, customer acquisition models and cross and up-selling models. The purpose of the paper is to present a predictive model that was built to predict the response of Internet users to banner advertising. The dataset used in the study came from an online social network which offers advertisers banner campaigns targeting its users. The advertising campaign of a cosmetics company was carried out in the autumn of 2010 and was mainly targeted at young women [...]

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2015

Resource Type:

artykuł

Format:

application/pdf

Resource Identifier:

doi:10.15611/ekt.2015.3.01

Language:

eng

Relation:

Ekonometria = Econometrics, 2015, Nr 3 (49)

Rights:

Wszystkie prawa zastrzeżone (Copyright)

Access Rights:

Dla wszystkich w zakresie dozwolonego użytku

Location:

Uniwersytet Ekonomiczny we Wrocławiu