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| Improving the direct marketing practices of FMCG retailers through better customer selection. An empirical study comparing the effectiveness of RFM (Recency, Freuency and Monetary) CHAID (Chi-squared Automatic Interaction Detection), stepwise logit (logistic regression) and ANN (Artificial Neural Networks) techniques using different data variable depths | 473 |
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| Improving the direct marketing practices of FMCG retailers through better customer selection. An empirical study comparing the effectiveness of RFM (Recency, Freuency and Monetary) CHAID (Chi-squared Automatic Interaction Detection), stepwise logit (logistic regression) and ANN (Artificial Neural Networks) techniques using different data variable depths | 9 | 8 | 7 | 19 | 13 | 3 | 11 |
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