Contact Us
Sign In / Sign Up for FREE
Go to advanced search...
Nobody downloaded yet

Data Mining and Data Fusion in Direct Marketing - Coursework Example

Comments (0) Cite this document
The "Data Mining and Data Fusion in Direct Marketing" paper overview of direct marketing. It also includes the influence of data mining and data fusion on direct marketing. The effectiveness of data mining and data fusion in improving the process of direct marketing is also explained in this report…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
Data Mining and Data Fusion in Direct Marketing
Read TextPreview

Extract of sample "Data Mining and Data Fusion in Direct Marketing"

Download file to see previous pages Marketing is a broad concept that includes all the activities regarding the target market, segmentation, positioning, product, price, promotion, and distribution. Marketing also includes the activities of selling the final products and providing after-sales services. Today marketing is done in various forms, but conceptually there are only two different forms of marketing, one is direct marketing and another one is indirect marketing. This report is all about direct marketing which is one of the oldest concepts of marketing. Since the present age is the age of information, it is quite expected that each and everything in business would be influenced by ‘information’. Direct marketing is not an exception. It is also influenced by various information gathering and filtering processes like data mining.

The concept of direct marketing is as old as the concept of mail-order selling. In early 19th century customers of mail order servicing companies were directly contacted. In 1966 the toll-free telephone numbers arrived in the US and this made the interaction between the customer and service provider easier. Since then direct marketing is practiced heavily in various forms of business. As far as the definition is concerned different experts believe in different ways. According to Drayton Bird, direct marketing is “an advertising activity, which creates and exploits a direct relationship between you and your prospect or customer as an individual”. As per Direct Marketing Association, direct marketing is the “communications where data are used systematically to achieve quantifiable marketing objectives and where direct contact is made or invited, between a company and its customers and prospective customers”. (Mullin, 2002).

In the process of direct marketing direct interaction takes place between the marketer and the seller. As a result, it is very important for the marketer to have all the information regarding the customer before getting into the interaction process and this requires a large amount of data regarding the a customer. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(Data Mining and Data Fusion in Direct Marketing Coursework - 1, n.d.)
Data Mining and Data Fusion in Direct Marketing Coursework - 1.
(Data Mining and Data Fusion in Direct Marketing Coursework - 1)
Data Mining and Data Fusion in Direct Marketing Coursework - 1.
“Data Mining and Data Fusion in Direct Marketing Coursework - 1”.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Data Mining and Data Fusion in Direct Marketing

Data mining

... for the benefit of an organization. Data mining is used to get information about the patterns of consumer research marketing, e-commerce trends and investment patterns. With competition going tighter in the business world, it is important to analyze the patterns that consumers portray so that strategies can be launched to make use of these patterns to tailor the services offered to customers. The patterns and the information got from data mining is used for predictive cases where the company can change some processes in anticipation of what will be experienced in future according to the features that the clients are portraying. With the attention that has been directed to the notion of business process design, it is not a surprise...
17 Pages(4250 words)Research Paper

Data Mining

... analysts recognize significant patterns, relationships, facts, trends, anomalies, and exceptions, which might otherwise go unnoticed (Williams & Simoff, 2006). In the business environment, data mining techniques and tools are used to discover the relationships and patterns, in data, to help in the formulation of better strategies and decisions. Therefore, data mining helps in the identification of sales trends, prediction of customer loyalty, and the development of better marketing strategies. Some of the other uses include market segmentation, customer churn, fraud detection, direct marketing, interacting marketing, marketing basket analysis, and trend analysis (Prabhu, 2004). Similarly, data mining tools can provide ideas of identifying...
5 Pages(1250 words)Research Paper

Data Mining

... activity to enhance the discovery of products sold to customers. Web mining This technique involves data mining processes such clustering, prediction and the modeling of the differences that analyzes the results of intermediate action, in addition to this, apart from data mining, web mining is a dependent of a real time system that invokes targeted offers on behalf of a process which can be up selling and customer retention and requirement analysis from the customers. This also supports individual marketing of customers based on horizontally collected data in numerous data sources as various transactions occurs. In web mining, real time data processes are identified across all transactions with customers and hence an instance feedback...
4 Pages(1000 words)Assignment


... has its own unique advantages either in the form of selling more products or in the form of reduced costs. The web data collected on customers should be categorized and clustered in order to use the same for various purposes ranging from developing marketing strategies, customer relationships, and competitive analysis. It is possible for a company to utilize usage mining or web log data in order to identify a potential customer and reach out to that customer with a tempting offer. The various forms of web mining ranging from structure mining, usage mining and content mining offer considerable amount of marketing intelligence. This results in more personalized strategies from the part of companies, more sales, more satisfied customers...
5 Pages(1250 words)Research Paper

Data Warehousing & Data Mining

...?Data Warehousing & Data Mining a. Why are organizations moving toward implementation of data warehouses? What are the benefits of data warehouses? Data warehousing and data mining are critical aspect of modern healthcare practices. Data mining (DM) is a process that aims to use existing data to uncover new relationships unknown thorough common analysis practices. The process is similar to the extraction of valuable metal hence the term “mining” (Jackson, 2003). Data mining is the process of analyzing extensive data with the aim of establishing correlation between different variables. Consequently, data warehousing is the process of storing data in relational databases that facilitate such queries and analysis.   b. What issues need...
3 Pages(750 words)Assignment

Data Mining

...? Data Mining School a). Using predictive analytics to comprehend behaviors: To remain competitive within the market, sellers need to comprehend present consumer behavior as well as predict those of the future. The accurate prediction of these behaviors and the full understanding of customer behaviors can help them in improving sales, retaining customers, and extending the relationships sustained with customers. This is realized through predictive analysis data mining, which offers the users, impactful insights throughout the organization (Greene, 2012). Predictive analytics is where statistics and mathematics integrate to business and marketing to establish patterns in data and extrapolating the patterns to future business cases...
4 Pages(1000 words)Essay

Data mining

...? Data mining QUESTION Benefits of data mining process Predictive analytics to understand the behavior of customers The use of predictive analytics helps in the determination of a predictive score for the elements associated to the organization. The major organizational element, in this case, is the customers. The predictive scores inform the business about the most probable action by the customer. The production of predictive scores occurs when the subject organization design a predictive model. The predictive model work measures predictive scores based on the company’s data (Han et al, 2011). The predictive scores produced by the predictive analytics helps to increase the customer responses during the strategized marketing campaigns...
4 Pages(1000 words)Essay

Data Mining and Data Fusion for Direct Marketing

...DATA MINING AND DATA FUSION FOR DIRECT MARKETING Data mining and data fusion are the exploration and analysis, by automatic or semiautomatic means of large quantities of data in order to discover meaningful and potentially useful information, such as patterns, knowledge rules, regularities, etc. There are also many other terms which carry a similar or slightly different meaning, such as knowledge discovery, knowledge mining from databases, knowledge extraction, data analysis and so on. In contemporary business context, the wide spread use of bar codes for most commercial products, the computerisation of many business and government transactions, and the advances in data collection tools have provided us with huge amounts of data...
7 Pages(1750 words)Term Paper

Data Fusion and Data Mining

... by analysts. Though this device largely helps analysts, sorting and storing data are not enough to make most out of these data. They still cannot provide us a clear picture on what is really going on in the firm and in the market (Alexander, n.d.). Data Fusion and Data Mining Turning numerous data into significant information is the aim of one of the latest technological breakthroughs in computers known as data fusion and data mining. These technologies enable firms to automatically search millions of data that they receive every day “for patterns using tools such as classification, association rule mining, clustering, etc. (Data Mining, 2007).” Data fusion is the method of integrating “diverse data into a single, coherent representation...
5 Pages(1250 words)Research Paper

Data mining

...Running Head Data Mining Data Mining At the beginning of the 21st century, organizations depend upon information technology unsuccessful use of information systems management. First and foremost, the applications that are developed and acquired must deliver benefits to the user. Data mining is defined as: “a decision support process in which we search for patterns of information in data” (Pushpa 2007, p. 1). Depending on the exact nature of the tasks that organization performs, these could be anything. It is not possible to give specific advice, but there are four general principles that generally apply: every application must deliver benefits to the users; users must feel comfortable with the way in which the system manipulates...
2 Pages(500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Coursework on topic Data Mining and Data Fusion in Direct Marketing for FREE!

Contact Us