Targeting a small portion of customers for advertising has long been recognized by businesses. In this thesis we proposed a novel approach to promoting products with no prior transaction records. This approach starts with discovering the GP-association rules between customer types and product genres that had occurred frequently in transaction records. Customers are characterized by demographic attributes, some of these attributes have concept hierarchies and products can be generalized through some product taxonomy. Based on GP-association rules set, we developed a comprehensive algorithm to locating a short list of prospective customers for a given promotion product. The new approach was evaluated using the patron¡¦s circulation data from OPAC system of our university library. We measured the accuracy of estimated method and the effectiveness of targeted advertising in different parameters. The result shows that our approach achieved higher accuracy and effectiveness than other methods.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0813104-175738 |
| Date | 13 August 2004 |
| Creators | Tsai, Chai-wen |
| Contributors | San-yih Hwang, Fu-ren Lin, Chih-ping Wei |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0813104-175738 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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