Direct Marketing Models
Using Genetic Algorithms
Bruce Ratner, Ph.D.
Data analysts in direct marketing seek to build models that maximize the expected response and profit from solicitations. Their toolkit consist of statistical techniques, including classical discriminant analysis, logistic regression and ordinary least-squares regression, and the recent addition of the artificial intelligence (AI) method of neural networks. The purpose of this article is to present the newest entry in the toolkit, the hybrid AI-statistics GenIQ Model©. For an eye-opening preview of the 9-step modeling process of GenIQ, click here. For FAQs about GenIQ, click here.
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