The Application of Data Mining for Direct Marketing

Most data mining algorithms and tools when applied to industrial problems such as CRM (customer relationship management) are useful in pointing out customers who are likely attritors and customers who are Loyal, but they require human experts to post process the discovered knowledge manually for campaigning. This separation of the data mining and campaign management software introduces considerable inefficiency and opens the door for human errors. Tightly integrating the two disciplines presents an opportunity for companies to gain competitive advantage [6]. In this Paper we proposes an application implemented in Java to integrate data mining and Campaign management Software. Decision tree Algorithm C4.5 to build Data mining model by taking inputs from a database to predict customer behaviour such as Loyal and Unloyal. This is the reality of business today that, It is far more expensive to win back a customer after they have left than it is to keep them satisfied in the first place. This application deliverers timely, pertinent, and coordinated messages and value propositions (offers or gifts perceived as valuable) to the Unloyal customer. It also calculates the net profit after these promotions. In this paper we considered Training data for Online mobile phones store.