Improvement of the Direct-Marketing Business Process by Using Data Mining
نویسنده
چکیده
The direct-marketing business process applied in Slovenian publishing company was inefficient because of inadequate procedure used to create a list of potential customers for a marketing campaign. Considering the nature of the problem, data mining was selected to solve the problem. The company’s direct marketing business process was renovated based on the CRISP-DM methodology and by using data mining for decision-making elements of the process. The paper represents a methodology enabling implementation of data mining into the business processes and its use in a direct marketing business process for a Slovenian publishing
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