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Improving telemarketing intelligence through significant proportion of target instances
conference contribution
posted on 2014-01-01, 00:00 authored by D W Tan, S Y Liew, William YeohWilliam YeohIn this paper we propose, develop, and test a new single-feature evaluator called Significant Proportion of Target Instances (SPTI) to handle the direct-marketing data with the class imbalance problem. The SPTI feature evaluator demonstrates its stability and outstanding performance through empirical experiments in which the real- orld customer data of an e-recruitment firm are used. This research demonstrates that the feature selection using SPTI successfully improves the classifier’s performance in terms of two practical performance metrics. Additionally, we show that it outperforms other well-known feature selection methods and state-of-the-art remedies to the class-imbalance problem. Practically, the findings, when used with the classification model, will help telemarketers to better understand their customers.
History
Event
Pacific Asia Conference on Information Systems (2014 : Chengdu, China)Pagination
1 - 15Publisher
AIS eLiberaryLocation
Chengdu, ChinaPlace of publication
[Chengdu, China]Start date
2014-06-24End date
2014-06-28Language
engAuthor URL
Publication classification
E1 Full written paper - refereedCopyright notice
2014, AISEditor/Contributor(s)
K Siau, Q Li, X GuoTitle of proceedings
PACIS 2014 : Proceedings of the Pacific Asia Conference on Information Systems 2014Usage metrics
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