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Competitio

Vol. 9 No. 1 (2010)
Papers

Data mining through a business window (Part II.)

Published:
2010-06-14
DOI Linkhttps://doi.org/10.21845/comp/2010/1/6
Author
Attila Harmati
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PDF (Hungarian)
Keywords
data mining classification direct marketing SAS® SEMMA
How To Cite
Selected Style: APA
Harmati, A. (2010). Data mining through a business window (Part II.). Competitio, 9(1), 108-130. https://doi.org/10.21845/comp/2010/1/6
Abstract

This article demonstrates the real world applications of the technology of data mining by way of a data mining project. This project was created by the author and the analyzed database was provided by a real company. The aim of the analysis was to create a classification model for this firm. To achieve this we applied logistic regression models, a decision tree and a neural network. The best model can help the company to consciously establish which customers will probably respond positively to a personal letter in a direct marketing campaign. In this way potentially favourable customers are reached more efficiently than in the case of randomized selection. This increases the efficiency of the company, and the generalization of results can confirm several advantages of data mining as used in business life.

JEL classification: C25, C44, C45, C49, C88

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