Domain driven data mining to improve promotional campaign ROI and select marketing channels

Thomas Piton · Julien Blanchard · Fabrice Guillet

9 citations0/0 files storedACM International Conference on Information and Knowledge Management (CIKM)

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Customer churn and segmentation Consumer Market Behavior and Pricing Data Mining and Machine Learning Applications

Abstract

The trading activities of materials retail is concerned with an extremely competitive market. However, business people are not well informed about how to proceed and what to do during marketing activities. Data mining methods could be interesting to generate substantial profits for decision makers and to optimize the choice of different marketing activities.

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References

1998Data mining for direct marketing: problems and solutions 2005The state of interactive marketing in seven countries: Interactive marketing comes of age 2004Postprocessing decision trees to extract actionable knowledge 2007Extracting Actionable Knowledge from Decision Trees 2002Customer's time-variant purchase behavior and corresponding marketing strategies: an online retailer's case

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2010A methodology for integrating and exploiting data mining techniques in the design of data warehouses

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