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Keyword: Customer TargetingOpen AccessArticle
8 Pages, 760 KB 
Hybridization of Improved Binary Bat Algorithm for Optimizing Targeted Offers Problem in Direct Marketing Campaigns
Abstract:
One of the biggest business problems of marketers, is to optimize the return on investments of direct Marketing campaign. This main purpose which can only be ensured by targeting the appropriate customer. The main challenge faced by companies when advertising, is to configure properly a campaign, by choosing the right target, so A high user…
Read More(This article belongs to the SP10 (Special Issue on Multidisciplinary Sciences and Engineering 2020-21) & Section Operations Research & Management Science (ORM))