On data mining for direct marketing

Authors:
Chuangxin Ou;Chunnian Liu;Jiajing Huang;Ning Zhong
Affiliations:
Beijing Municipal Key Lab. of Multimedia & Intelligent Software Tech., School of Computer Science, Beijing University of Technology, China;Beijing Municipal Key Lab. of Multimedia & Intelligent Software Tech., School of Computer Science, Beijing University of Technology, China;Beijing Municipal Key Lab. of Multimedia & Intelligent Software Tech., School of Computer Science, Beijing University of Technology, China;Dept. of Information Eng., Maebashi Institute of Technology, Japan
Venue:
RSFDGrC'03 Proceedings of the 9th international conference on Rough sets, fuzzy sets, data mining, and granular computing
Year:
2003

Citing 3
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Abstract

Direct marketing is a new business model by an interactive one-to-one communication between marketer and customer. There is great potential for data mining to make useful contributions to the marketing discipline for business intelligence. This paper provides an overview on the recent development in data mining applications for direct marketing.