Abstract
Data envelopment analysis (DEA) is a mathematical programming technique that is frequently used for measuring and benchmarking efficiency of the homogenous decision-making units (DMUs). This paper proposes a new use of DEA for customers scoring and particularly their direct mailing modelling. Moreover, because DEA models suffer from some weaknesses, that is, unrealistic weighting scheme of the inputs and outputs and incomplete ranking among efficient DMUs, the present paper compares different ways of solving these problems and concludes that common set of weights method, as a result of some advantages, outperforms other procedures.
Original language | English |
---|---|
Pages (from-to) | 101-109 |
Number of pages | 9 |
Journal | Expert Systems |
Volume | 31 |
Issue number | 2 |
DOIs | |
Publication status | Published - May 2014 |
Keywords
- common set of weights
- complete ranking
- data envelopment analysis
- direct mailing
- unrealistic weighting scheme
ASJC Scopus subject areas
- Control and Systems Engineering
- Theoretical Computer Science
- Computational Theory and Mathematics
- Artificial Intelligence