For direct marketing, the assumption that a purchase can only be generated by a direct promotion is too simplistic and does not reflect real world phenomena. Following such assumption will lead a campaign to be response-driven and, consequently, waste resources on voluntary buyers. In this thesis, we recognize the implications such an unrealistic assumption has on the field of direct marketing. Our research first conducts experiments on real campaign data following the traditional strategy. Then, we introduce a new strategy for direct marketing, called influential marketing. We will discuss our proposed solution to influential marketing in detail. Ultimately, the.
