Pattern-Based Target Selection Applied to Fund Raising

17 Pages Posted: 18 Feb 2003

See all articles by Wim Pijls

Wim Pijls

Erasmus Research Institute of Management (ERIM)

Rob Potharst

Erasmus University Rotterdam - Department of Computer Science; Erasmus Research Institute of Management (ERIM)

U. Kaymak

Erasmus University Rotterdam (EUR) - Faculty of Economics - Department of Computer Science; Erasmus Research Institute of Management (ERIM)

Date Written: October 18, 2001

Abstract

This paper proposes a new algorithm for target selection. Thisalgorithm collects all frequent patterns (equivalent to frequent itemsets) in a training set. These patterns are stored e?ciently using acompact data structure called a trie. For each pattern the relativefrequency of the target class is determined. Target selection is achievedby matching the candidate records with the patterns in the trie. Ascore for each record results from this matching process, based uponthe frequency values in the trie. The records with the best score valuesare selected. We have applied the new algorithm to a large data setcontaining the results of a number of mailing campaigns by a Dutchcharity organization. Our algorithm turns out to be competitive withlogistic regression and superior to CHAID.

Keywords: frequent item sets, target selection, datamining, frequent patterns

JEL Classification: R4, M, M11, C89

Suggested Citation

Pijls, Wim and Potharst, Rob and Kaymak, Uzay, Pattern-Based Target Selection Applied to Fund Raising (October 18, 2001). ERIM Report Series Reference No. ERS-2001-56-LIS. Available at SSRN: https://ssrn.com/abstract=370911

Wim Pijls (Contact Author)

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Rob Potharst

Erasmus University Rotterdam - Department of Computer Science ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands
+31 10 4081343 (Phone)
+31 10 4089167 (Fax)

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Uzay Kaymak

Erasmus University Rotterdam (EUR) - Faculty of Economics - Department of Computer Science ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Register to save articles to
your library

Register

Paper statistics

Downloads
105
Abstract Views
1,716
rank
256,336
PlumX Metrics