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Optimal direct mailing modelling based on data envelopment analysis
Author(s) -
Mahdiloo Mahdi,
Noorizadeh Abdollah,
FarzipoorSaen Reza
Publication year - 2014
Publication title -
expert systems
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.365
H-Index - 38
eISSN - 1468-0394
pISSN - 0266-4720
DOI - 10.1111/exsy.12011
Subject(s) - data envelopment analysis , benchmarking , computer science , weighting , ranking (information retrieval) , scheme (mathematics) , set (abstract data type) , data mining , operations research , mathematical optimization , data set , artificial intelligence , mathematics , medicine , mathematical analysis , marketing , business , radiology , programming language
Data envelopment analysis (DEA) is a mathematical programming technique that is frequently used for measuring and benchmarking efficiency of the homogenous decision‐making units (DMUs). This paper proposes a new use of DEA for customers scoring and particularly their direct mailing modelling. Moreover, because DEA models suffer from some weaknesses, that is, unrealistic weighting scheme of the inputs and outputs and incomplete ranking among efficient DMUs, the present paper compares different ways of solving these problems and concludes that common set of weights method, as a result of some advantages, outperforms other procedures.