An Advertising Company Uses a Neural Network Software to Determine

Multiple Choice

An advertising company uses a neural network software to determine which buyers are most likely to open their promotional emails based on past purchase behavior. Using data from 20 previous email campaigns, the neural network trains itself to examine the impact of 25 features and develop recommended solutions. The results almost doubled customers' response rates to 8.2 percent, which in turn, reduced product promotion costs by 35 percent. This example illustrates the use of neural network technology to

A) increase new customers that often request online product quotes.
B) determine customer lifetime value and well-defined customer segments.
C) develop new products or make product and service recommendations to customers.
D) classify customers by their likely profitability when planning direct marketing strategies.