Bayesian networks and applications in direct marketing

Yuan Yuan GUO*, Man Leung WONG

*Corresponding author for this work

Research output: Book Chapters | Papers in Conference ProceedingsBook ChapterResearchpeer-review


Bayesian networks are popular within the fields of artificial intelligence and data mining due to their ability to support probabilistic reasoning from data with uncertainty. They can represent the co-related relationships among random variables and the conditional probabilities if each variable from a given data set. With a network structure at hand, people can conduct probabilistic inference to predict the outcome of some variables based on the values of other observed ones. Hence, Bayesian networks are widely used in many areas, such as diagnostic and classification systems, direct marketing, and so on. They are also suitable for reasoning with incomplete information.
Original languageEnglish
Title of host publicationAdvanced Database Marketing : Innovative Methodologies and Applications for Managing Customer Relationships
PublisherTaylor and Francis
Number of pages30
ISBN (Electronic)9781317185291
ISBN (Print)9781409444619
Publication statusPublished - May 2013


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