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Keywords: Decision trees
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (6): 436–444.
Published: 07 September 2012
...Marguerite Moore Purpose The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior. Design/methodology/approach A data mining approach using decision tree analysis (DTA...
