Tech Industry

A Direct Marketing Framework to Facilitate Data Mining Usage for Marketers: A Case Study in Supermarket Promotions Strategy

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Executive Summary

Data mining technology can detect and predict changes in customer behaviour which facilitates the effective planning of direct marketing campaigns. Most of research on data mining for direct marketing focuses on the theoretical and computational aspects of the technology. However, the process of choosing the mining objectives and methods for data mining on a specific context is still unstructured and based mostly on user judgments. This paper designs a Direct Marketing Framework (DMF) using a combination of different data mining methodologies and direct marketing concepts. It is aimed to facilitate marketers with only little data mining skills to effectively plan direct marketing campaigns.

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