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Identifying High Potential Biomass-Home-Heating Customers: A Bayesian Classification
Keywords
Market Segmentation, Biomass, Residential Heating, Interactive App, Decision Theory
Abstract
This paper presents a Bayes’ classification computer application that would help biomass managers optimize their marketing decision making. Programmed in Mathematica, this decision tool would help managers understand the size of the high potential market at the US county level: number of households that would be receptive to a telemarketing / direct marketing campaign about pellet heating appliances, for example.
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