Author(s)

A. Greenyer

Abstract

It is now widely accepted that large companies need to be able to emulate the old fashion corner shop: where the shop keeper knew all his customers by name, what they liked, what they disliked and was able to recommend certain products based on his knowledge. Companies know have large data warehouses containing the transactional and demographic information relating to each of their customers that when analysed correctly allow them to make the same decisions that the shop keeper used to make, but on a larger scale. Traditionally direct marketing companies have used statistical techniques such as linear regression, decision trees such as CHAID and cart, through to neural networks to predict which customers are likely to respond or purchase a particular product. This paper is designed to introduce a new analysis technique in the field of data mining to be used i

Keywords