Direct Marketing with the Application of Data Mining

Abstract

For any business to be successful it must find a perfect way to approach its customers. Marketing plays a huge role in this. Mass marketing and direct marketing are the two types of it. Mass marketing targets everybody in the society and thus it has less impact on valued customers where direct marketing concentrates mainly on these valued and un loyal customers and promotes only to them which in turn makes profits. For this separation of customers based on their loyalty data mining algorithms and tools are used. In this paper we discussed the approach of implementation of data mining for direct marketing. We mainly concentrated and studied on why we apply data mining for direct marketing, how we apply and problems one faces while applying data mining concept for direct marketing and the solutions for them in direct marketing.

Keywords: Direct marketing, Data mining,Decision tree.