Optimal direct mailing modelling based on data envelopment analysis

Mahdi Mahdiloo, Abdollah Noorizadeh, Reza FarzipoorSaen

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


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 languageEnglish
Pages (from-to)101-109
Number of pages9
JournalExpert Systems
Issue number2
Publication statusPublished - May 2014


  • 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

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