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METHOD AND SYSTEM FOR PREDICTING CONSUMER BEHAVIOR

  • US 20070005425A1
  • Filed: 06/28/2006
  • Published: 01/04/2007
  • Est. Priority Date: 06/28/2005
  • Status: Abandoned Application
First Claim
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1. Method of predicting consumer response to given content, including the steps of collecting a dataset of consumer response to the content, each data item including values for a selected set of segmentation variables related to past consumer behavior and the dataset containing at least twice the number of entries to provide statistical validity;

  • constructing a classification tree structure using the dataset, wherein the dataset is subdivided into learning and validation datasets of substantially equal size;

    the criterion for each successive split is the lowest entropy of segmentation variables not employed to the point of such split; and

    each successive split of the learning dataset is performed only if such split produces child nodes statistically different from one another; and

    an identical split of the validation data set produces child nodes statistically similar to child nodes produced on the learning dataset;

    receiving a data item related to a new consumer, including values for the segmentation variables;

    computing the likely response of the new consumer to the content, employing the classification tree data structure.

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