A Simplified Data Mining Framework to Plan Effective Direct Marketing Campaigns
نویسندگان
چکیده
The advancement in technology, competitive market environment and changing behaviour of customers has generated an increased interest in direct marketing method for marketing. Data mining technology can predict and detect the changes in customer behaviour which facilities the effective planning of direct marketing campaigns. The objective of this paper is to generate a simplified data mining framework to facilitate the marketers who have little knowledge in data mining to effectively carry out the direct marketing campaigns. The framework is built using the literature of data mining concepts and direct marketing concepts. Keywords— Data Mining, Knowledge Discovery, Direct Marketing, Classification Techniques, Customer Relationship Management
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