Information Gain Based Media Pre-selection Method
Author(s): SUN Ying, MAO Zhi-zhong
Pages: 88-91
Year: 2010 Issue: S3
Journal: Control Engineering of China
Keyword: customer segmentation; decision tree; ID3; information gain; media selection;
Abstract: In order to avoid the selection errors generated by setting the same weights for all the characters,the demographic character based media selection method is improved.The information gain used in customer segmentation is adopted to set weights for characters respectively in media selection.By setting weights for characters based on their ability in discriminating target customers and un-target customers,the selection errors generated by sissors’ media selection method are avoided.An example of newspapers selection in a financial institute is given to illustrate the procedure of the application of proposed method.Both of the selection results of proposed method and sissors’ method are presented.From the comparison,it can be seen that the proposed method works better than the sissors’ method. The proposed method can be used as the pre-processing procedure in media selection or the media selection method when the accuracy is not seriously required.
Pages: 88-91
Year: 2010 Issue: S3
Journal: Control Engineering of China
Keyword: customer segmentation; decision tree; ID3; information gain; media selection;
Abstract: In order to avoid the selection errors generated by setting the same weights for all the characters,the demographic character based media selection method is improved.The information gain used in customer segmentation is adopted to set weights for characters respectively in media selection.By setting weights for characters based on their ability in discriminating target customers and un-target customers,the selection errors generated by sissors’ media selection method are avoided.An example of newspapers selection in a financial institute is given to illustrate the procedure of the application of proposed method.Both of the selection results of proposed method and sissors’ method are presented.From the comparison,it can be seen that the proposed method works better than the sissors’ method. The proposed method can be used as the pre-processing procedure in media selection or the media selection method when the accuracy is not seriously required.
Related Articles