Improving telemarketing intelligence through significant proportion of target instances

In this paper we propose, develop, and test a new single-feature evaluator called Significant Proportion of Target Instances (SPTI) to handle the direct-marketing data with the class imbalance problem. The SPTI feature evaluator demonstrates its stability and outstanding performance through empirical experiments in which the real- orld customer data of an e-recruitment firm are used. This research demonstrates that the feature selection using SPTI successfully improves the classifier’s performance in terms of two practical performance metrics. Additionally, we show that it outperforms other well-known feature selection methods and state-of-the-art remedies to the class-imbalance problem. Practically, the findings, when used with the classification model, will help telemarketers to better understand their customers.

Minding your mobile manners : a cross-national comparison

Mobile phones offer a new marketing channel, but socially there are concerns about their intrusiveness. Marketers need to understand the social etiquettes governing their use in order to exploit their value. In addition, the use of mobiles whilst driving is the cause of car accidents and is illegal in some parts of the world. A study of 893 United States, Australian and Chinese tertiary students showed that there was widespread but not universal agreement that usage was inappropriate in places of worship, classrooms and libraries or while driving a car. Australian and Chinese students were more tolerant of mobile usage than Americans in most situations, apart from use while driving. The study showed a conflict between actual driving behaviour and views on the desirability of using mobiles while driving. The persistence of talking while driving should be a concern to those who promote road safety. Use of SMS was more broadly tolerated in class and in picture theatres than was speaking on a mobile phone. The use of inbound and outbound telemarketing is limited by the social etiquettes discovered. Further research into tolerable mobile behaviour in various public and private spaces is required in order to make best use of this marketing medium.