Data Mining as Tools to Improve Marketing Campaign

Abstract

Role of data has big ipact and many uses for companies. Data is commonly used to help management make better decisions. Data can portray what customers a company is having, what customers want, what are customers characteristics, and so on. At the insurance companies, the use of data can help marketing to create a campaign that right on targeted segment. Insurance companies can create a campaign that aim to target potential customers with certain demographics labeled on them, such as income, educational background, age, etc. This work describes data mining approaches aim to build a predictive model. CRISP-DM framework is used to define the processes and tasks in data mining projects. This study will use K-means clustering technique.