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Probabilistic Methods for Financial and Marketing Informatics by Xia Jiang, Richard E. Neapolitan

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Chapter 12

Targeted Advertising

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One way for a company to advertise its product would be to simply try to reach as many potential customers as possible. For example, they could just dump or mail flyers all over town. However, this could prove to be costly since there is no point in wasting an advertisement on someone who most probably will not buy the product regardless or, worst yet, who would be turned off by the advertisement. Another approach would be to try to identify those customers such that we can expect to increase our profit if we send them advertisements. Targeted advertising is the process of identifying such customers. We present ...

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