COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS

Esra Akdeniz Duran; Ayça Pamukcu; Hazal Bozkurt

COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS

Abstract

The intensive increase in the competition of marketing campaigns over time reduced the impact of them on customer base. Economic pressures, intense competition in the industry, changing lifestyles of people and developing technology have caused marketing managers to adopt the concept of direct marketing by entering into new pursuits. The campaigns prepared in accordance with this understanding might be improved using a variety of data mining techniques. This study compares the performances of artifical neural networks, logistic regression and decision tree data mining techniques on a direct marketing campaign. The purpose of the study is to determine the best target group involved in the campaign by comparing estimation powers of the methods used for determining target groups. Based on the results of this study, it is revealed that artificial neural networks method is more reliable than decision tree and logistic regression analysis about estimating the likely responders in the campaign. This model can improve the efficiency of campaigns by determining of the main features that affect the success of the campaign, identifying the best target group and managing of resources.

Keywords

References

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Esra Akdeniz Duran This is me
Türkiye

Ayça Pamukcu This is me
Türkiye

Hazal Bozkurt This is me
Türkiye

Publication Date

June 1, 2014

Submission Date

July 27, 2013

Acceptance Date

February 5, 2014

Published in Issue

Year 2014 Volume: 32 Number: 2

IZ

https://izlik.org/JA96HJ54LM

Cite

RIS / Bibtex

APA

Akdeniz Duran, E., Pamukcu, A., & Bozkurt, H. (2014). COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS. Sigma Journal of Engineering and Natural Sciences, 32(2), 142-152. https://izlik.org/JA96HJ54LM

AMA

1.Akdeniz Duran E, Pamukcu A, Bozkurt H. COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS. SIGMA. 2014;32(2):142-152. https://izlik.org/JA96HJ54LM

Chicago

Akdeniz Duran, Esra, Ayça Pamukcu, and Hazal Bozkurt. 2014. “COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS”. Sigma Journal of Engineering and Natural Sciences 32 (2): 142-52. https://izlik.org/JA96HJ54LM.

EndNote

Akdeniz Duran E, Pamukcu A, Bozkurt H (June 1, 2014) COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS. Sigma Journal of Engineering and Natural Sciences 32 2 142–152.

IEEE

[1]E. Akdeniz Duran, A. Pamukcu, and H. Bozkurt, “COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS”, SIGMA, vol. 32, no. 2, pp. 142–152, June 2014, [Online]. Available: https://izlik.org/JA96HJ54LM

ISNAD

Akdeniz Duran, Esra - Pamukcu, Ayça - Bozkurt, Hazal. “COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS”. Sigma Journal of Engineering and Natural Sciences 32/2 (June 1, 2014): 142-152. https://izlik.org/JA96HJ54LM.

JAMA

1.Akdeniz Duran E, Pamukcu A, Bozkurt H. COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS. SIGMA. 2014;32:142–152.

MLA

Akdeniz Duran, Esra, et al. “COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS”. Sigma Journal of Engineering and Natural Sciences, vol. 32, no. 2, June 2014, pp. 142-5, https://izlik.org/JA96HJ54LM.

Vancouver

1.Esra Akdeniz Duran, Ayça Pamukcu, Hazal Bozkurt. COMPARISON OF DATA MINING TECHNIQUES FOR DIRECT MARKETING CAMPAINGS. SIGMA [Internet]. 2014 Jun. 1;32(2):142-5. Available from: https://izlik.org/JA96HJ54LM