ian_di_tullio_emba

Ian Di Tullio (EMBA) successfully defended his PhD thesis at Cranfield University in the U.K. His topic was “Improving the direct marketing practices of FMCG retailers through better customer selection.” This empirical study compared the effectiveness of RFM (Recency, Frequency and Monetary), CHAID (Chi-squared Automatic Interaction Detection), stepwise logit (logistic regression) and ANN (Artificial Neural Networks) techniques using different data variable depths.