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Inkrementell responsanalys av Scandnavian Airlines medlemmar: Vilka kunder ska väljas vid riktad marknadsföring?
Linköping University, Department of Computer and Information Science, The Division of Statistics and Machine Learning.
Linköping University, Department of Computer and Information Science, The Division of Statistics and Machine Learning.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Incremental response analysis of member data from Scandinavian Airlines : Which customers should be selected in direct marketing? (English)
Abstract [en]

Scandinavian Airlines has a large database containing their Eurobonus members. In order to analyze which customers they should target with direct marketing, such as emails, uplift models have been used. With a binary response variable that indicates whether the customer has bought or not, and a binary dummy variable that indicates if the customer has received the campaign or not conclusions can be drawn about which customers are persuadable. That means that the customers that buy when they receive a campaign and not if they don't are spotted. Analysis have been done with one campaign for Sweden and Scandinavia. The methods that have been used are logistic regression with Lasso and logistic regression with Penalized Net Information Value. The best method for predicting purchases is Lasso regression when comparing with a confusion matrix. The variable that best describes persuadable customers in logistic regression with PNIV is Flown (customers that have own with SAS within the last six months). In Lassoregression the variable that describes a persuadable customer in Sweden is membership level1 (the rst level of membership) and in Scandinavia customers that receive campaigns with delivery code 13 are persuadable, which is a form of dispatch.

Place, publisher, year, edition, pages
2017. , 36 p.
Keyword [en]
uplift models, incremental response analysis, net lift models, lasso regression, logistic regression
Keyword [sv]
inkrementell responsanalys, lassoregression, logistisk regression
National Category
Probability Theory and Statistics
Identifiers
URN: urn:nbn:se:liu:diva-139465ISRN: LIU-IDA/STAT-G--17/005—SEOAI: oai:DiVA.org:liu-139465DiVA: diva2:1128570
External cooperation
Scandnavian Airlines
Subject / course
Statistics
Supervisors
Examiners
Available from: 2017-08-11 Created: 2017-07-26 Last updated: 2017-08-11Bibliographically approved

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Anderskär, ErikaThomasson, Frida
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf