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Direct Marketing, Mobile Phones, and Consumer Privacy: Ensuring Adequate Disclosure and Consent Mechanisms for Emerging Mobile Advertising Practices

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The data set we received from CIBC has 304,698 observations. Each observation represents a customer and is described by 407 variables, both categorical and numerical. The variable “index” gives the ID of the customer and the variable “target” describes whether the customer had responded to the previous campaign. There are a lot of missing values. Detailed descriptions on the meaning of each variable were not provided. All of the observations had received the direct promotion. Based on the responses, there are two classes ― the positive class consists of the responders, and the negative class consists...

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Nội dung Text: Direct Marketing, Mobile Phones, and Consumer Privacy: Ensuring Adequate Disclosure and Consent Mechanisms for Emerging Mobile Advertising Practices

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