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.


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