Campaign Optimization in Direct Marketing (2009 Edition)

mayato_study_2009_en_small The test scenario for the Data Mining Study 2009 focuses on optimizing a direct marketing campaign. The analysis task involved deriving classification rules from a given training data record, which, when applied to a test data record, defined as precisely as possible the persons who would react to the campaign. The study shed light on 12 leading data mining tools by comparing features and functions. In addition, SAS Enterprise Miner, Rapidminer, KXEN Analytic Framework, and SAP BW Data Mining Workbench were comprehensively evaluated and tested in practice using several data records. Factors that were assessed for each tool include usability, features, system response with large data quantities, stability, and documentation. In addition, the overall efficiency of the analysis process was measured and logged.

mayato_studie_2009_en_small

The study made waves in the media. To find out more, click here.

The complete study can be purchased as a PDF for €199 (€99 for students and institutes of higher education) and is available from our e-book provider. The study is also available as hard copy. If you would like a hard copy, please send an e-mail to This email address is being protected from spambots. You need JavaScript enabled to view it. .

buy study as an e-book