Advanced Database Marketing

Kristof Coussement is Associate Professor of Marketing at IESEG School of Management, France, where he teaches courses including customer relationship management and data mining. Kristof is a founder of the Belgian Association for Quantitative & Qualitative Marketing Research, BAQMaR. Koen W. De Bock is Assistant Professor of Marketing at IESEG School of Management, France, where he teaches courses on Internet marketing. He is visiting lecturer at the University of Stellenbosch Business School, South Africa. Scott A. Neslin is the Albert Wesley Frey Professor of Marketing at the Amos Tuck School of Business Administration, Dartmouth College. He has been at the Tuck School since completing his Ph.D. in 1978 at the Sloan School of Management, MIT. He has served as a Visiting Scholar at the School of Management, Yale University (1989-1990), the Teradata/Duke CRM Center located at the Fuqua School of Management, Duke University (2002), and Columbia Business School (2009-2010).

Contents: Preface; Introduction; Part I Methods: Data processing in database marketing: tasks, techniques, and why they matter, Stefan Lessman; Textual customer data handling for quantitative marketing analytics, Kristof Coussement and Koen W. De Bock; Bayesian networks and applications in direct marketing, Yuan Yuan Guo and Man Leung Wong; Quantile regression for database marketing: methods and applications, Dries F. Benoit and Dirk Van den Poel; Ensemble learning in database marketing, Koen W. De Bock and Kristof Coussement; Advanced rule base learning: active learning, rule extraction, and incorporating domain knowledge, Thomas Verbraken, Véronique Van Vlasselaer, Wouter Verbeke, David Martens, and Bart Baesens. Part II Applications: Hybrid models for recommender systems, Asim Ansari; Marketing in the new mobile economy, Anindya Ghose and Sang-Pil Han; Targeting display advertising, Wendy W. Moe; Paid search advertising, Oliver J. Rutz and Randolph E. Bucklin; Social media management, Dina Mayzlin; Dynamic customer optimization models, Scott A. Neslin; Direct marketing in the non-profit sector, Griet Verhaert; Index.