• Journal of KIISE:Software and Applications
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• v.32 no.5
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• pp.335-345
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• 2005

In personalized marketing, it is important to maximize customer satisfaction and marketing efficiency. As personalized campaigns are frequently performed, several campaigns are frequently run simultaneously. The multiple recommendation problem occurs when we perform several personalized campaigns simultaneously. This implies that some customers may be bombarded with a considerable number of campaigns. We raise this issue and formulate the multi-campaign assignment problem to solve the issue. We propose dynamic programming method and various heuristic algorithms for solving the problem. With field data, we also present experimental results to verify the importance of the problem formulation and the effectiveness of the proposed algorithms.