Given the explosive growth of customer information, data mining can potentially discover new knowledge to improve decision making in marketing. This study proposes a data mining approach to modeling direct marketing response using Bayesian Networks(BN) and Evolutionary Programming (EC) and applies these methods to direct marketing data. The results suggest this approach generate superior results than the conventional method of logistic regression. Future research in this area should devote more attention to applying data mining methods to solving complex problems facing today's businesses.
Cui, G., & Wong, M. L. (2002). Modeling direct marketing response: Bayesian networks with evolutionary programming (HKIBS Working Paper Series 053-012). Retrieved from Lingnan University website: http://commons.ln.edu.hk/hkibswp/39