A hybrid variable neighborhood search algorithm for targeted offers in direct marketing.

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dc.contributor.authorOliveira, Thays Aparecida de
dc.contributor.authorCoelho, Vitor Nazário
dc.contributor.authorSouza, Marcone Jamilson Freitas
dc.contributor.authorBoava, Diego Luiz Teixeira
dc.contributor.authorBoava, Fernanda Maria Felício Macêdo
dc.contributor.authorCoelho, Igor Machado
dc.contributor.authorCoelho, Bruno Nazário
dc.date.accessioned2015-05-22T14:58:43Z
dc.date.available2015-05-22T14:58:43Z
dc.date.issued2015
dc.description.abstractThis paper focuses on the targeted offers problem in direct marketing campaigns. The main objective is to maximize the feedback of customers purchases, offering products for the set of customers with the highest probability of positively accepting the offer and, at the same time, minimizing the operational costs of the campaign. Given the combinatorial nature of the problem and the large volume of data, involving instances with up to one million customers, approaches solely based on mathematical programming methods, said exact, appear limited and infeasible. In this paper, the use of a hybrid heuristic algorithm, based on the Greedy Randomized Adaptive Search Procedures and General Variable Neighborhood Search, is proposed. Computational experiments performed on a set of test problems from the literature show that the proposed algorithm was able to produce competitive solutions.pt_BR
dc.identifier.citationOLIVEIRA, T. A. de et al. A hybrid variable neighborhood search algorithm for targeted offers in direct marketing. Electronic Notes in Discrete Mathematics, v. 47, p. 205-212, 2015. Disponível em: <http://www.sciencedirect.com/science/article/pii/S1571065314000699>. Acesso em: 24 mar. 2015.pt_BR
dc.identifier.doihttps://doi.org/10.1016/j.endm.2014.11.027
dc.identifier.issn1571-0653
dc.identifier.urihttp://www.repositorio.ufop.br/handle/123456789/5466
dc.language.isoen_USpt_BR
dc.rights.licenseO periódico Electronic Notes in Discrete Mathematics concede permissão para depósito deste artigo no Repositório Institucional da UFOP. Número da licença: 3598750832435.pt_BR
dc.subjectDirect marketingpt_BR
dc.subjectTargeted offers problempt_BR
dc.subjectGeneral variable neighborhood searchpt_BR
dc.subjectOperational researchpt_BR
dc.titleA hybrid variable neighborhood search algorithm for targeted offers in direct marketing.pt_BR
dc.typeArtigo publicado em periodicopt_BR
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