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A new SOM-based method for profile generation: Theory and an application in direct marketing

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  • Seret, Alex
  • Verbraken, Thomas
  • Versailles, Sébastien
  • Baesens, Bart

Abstract

The field of direct marketing is constantly searching for new data mining techniques in order to analyze the increasing available amount of data. Self-organizing maps (SOM) have been widely applied and discussed in the literature, since they give the possibility to reduce the complexity of a high dimensional attribute space while providing a powerful visual exploration facility. Combined with clustering techniques and the extraction of the so-called salient dimensions, it is possible for a direct marketer to gain a high level insight about a dataset of prospects. In this paper, a SOM-based profile generator is presented, consisting of a generic method leading to value-adding and business-oriented profiles for targeting individuals with predefined characteristics. Moreover, the proposed method is applied in detail to a concrete case study from the concert industry. The performance of the method is then illustrated and discussed and possible future research tracks are outlined.

Suggested Citation

  • Seret, Alex & Verbraken, Thomas & Versailles, Sébastien & Baesens, Bart, 2012. "A new SOM-based method for profile generation: Theory and an application in direct marketing," European Journal of Operational Research, Elsevier, vol. 220(1), pages 199-209.
    • Handle: RePEc:eee:ejores:v:220:y:2012:i:1:p:199-209
    DOI: 10.1016/j.ejor.2012.01.044
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    References listed on IDEAS

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    1. Baesens, Bart & Verstraeten, Geert & Van den Poel, Dirk & Egmont-Petersen, Michael & Van Kenhove, Patrick & Vanthienen, Jan, 2004. "Bayesian network classifiers for identifying the slope of the customer lifecycle of long-life customers," European Journal of Operational Research, Elsevier, vol. 156(2), pages 508-523, July.
    2. Baesens, Bart & Viaene, Stijn & Van den Poel, Dirk & Vanthienen, Jan & Dedene, Guido, 2002. "Bayesian neural network learning for repeat purchase modelling in direct marketing," European Journal of Operational Research, Elsevier, vol. 138(1), pages 191-211, April.
    3. Talla Nobibon, Fabrice & Leus, Roel & Spieksma, Frits C.R., 2011. "Optimization models for targeted offers in direct marketing: Exact and heuristic algorithms," European Journal of Operational Research, Elsevier, vol. 210(3), pages 670-683, May.
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    Cited by:

    1. Marco Aurélio de Oliveira & Antonio Schalata Pacheco & André Hideto Futami & Luiz Veriano Oliveira Dalla Valentina & Carlos Alberto Flesch, 2023. "Self‐organizing maps and Bayesian networks in organizational modelling: A case study in innovation projects management," Systems Research and Behavioral Science, Wiley Blackwell, vol. 40(1), pages 61-87, January.
    2. Louis, Philippe & Seret, Alex & Baesens, Bart, 2013. "Financial Efficiency and Social Impact of Microfinance Institutions Using Self-Organizing Maps," World Development, Elsevier, vol. 46(C), pages 197-210.
    3. Álvaro Julio Cuadros & Victoria Eugenia Domínguez, 2014. "Customer segmentation model based on value generation for marketing strategies formulation," Estudios Gerenciales, Universidad Icesi, March.
    4. De Caigny, Arno & Coussement, Kristof & De Bock, Koen W., 2018. "A new hybrid classification algorithm for customer churn prediction based on logistic regression and decision trees," European Journal of Operational Research, Elsevier, vol. 269(2), pages 760-772.

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