Tech Report

Profiling your Customers using Bayesian Networks

This report describes a complete Knowledge Discovery session using Bayesware Discoverer, a program for the induction of Bayesian networks from incomplete data. We build two causal models to help an American Charitable Organization understand the characteristics of respondents to direct mail fund raising campaigns. The first model is a Bayesian network induced from the database of 96,376 Lapsed donors to the June '97 renewal mailing. The network describes the dependency of the probability of response to the renewal mail on a subset of the variables in the database. The second model is a Bayesian network representing the dependency of the dollar amount of the gift on the variables in the same reduced database. This model is induced from the 5% of cases in the database corresponding to the respondents to the renewal campaign. The two models are used for both predicting the expected gift of a donor and understanding the characteristics of donors. These two uses can help the charitable organization to maximize the profit.

Publication(s)

Also in ACM SIGKDD Explorations, 1(2), 2000

ID: kmi-00-06

Date: 2000

Author(s): Paola Sebastiani, Marco Ramoni and Alexander Crea

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Knowledge Media Institute (KMi)
29,799 - 38,833 (Grade AC1 / AC2)
Based in Milton Keynes
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The Knowledge Media Institute (KMi) is a distinct research unit within the Faculty of Science, Technology, Engineering and Mathematics (STEM) at the Open University. KMi is looking for a Research Assistant or a Research Associate to work on the IoC project & how blockchains can be used to store student accreditation and lifelong learning records in order to enhance employability. The Open University leads the IoC's first theme on university learning, which aims to influence computer science...

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Knowledge Media Institute (KMi)
29,799 - 38,833 (Grade AC1 / AC2)
Based in Milton Keynes
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The Knowledge Media Institute (KMi) is a distinct research unit within the Faculty of Science, Technology, Engineering and Mathematics (STEM) at the Open University. KMi is looking for a Research Assistant or a Research Associate to work on the IoC project & how we can adapt, deploy and mainstream our learning analytics tool across a number of educational establishments nationally. The Open University leads the IoC's first theme on university learning, which aims to influence computer...

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