We've Revolutionized Predictive Analytics
Domain Driven Data Mining to Improve Promotional Campaign ROI and Select Marketing Channels
The trading activities of materials retail is concerned with an extremely competitive market. However, business people are not well informed about how to proceed and what to do during marketing activities. Data mining methods could be interesting to generate substantial profits for decision makers and to optimize the choice of different marketing activities. In this paper, we propose an actionable knowledge discovery methodology, for one-to-one marketing, which allows to contact the right customer through the right communication channel. This methodology first requires a measurement of the tendency for the customers to purchase a given item, and second requires an optimization of the Return On Investment by selecting the most effective communication channels for attracting these customers. Our methodology has been applied to the VM Mat´eriaux company. Thanks to the collaboration between data miners and decision makers, we present a domain-driven view of knowledge discovery satisfying real business needs to improve the efficiency and outcome of several promotional marketing campaigns.