Data mining solutions for tele marketing as a direct marketing tool: An application on bank costumers

Knowledge discovery from database or in other words data mining; can be described as; extracting useful and undiscovered patterns from databases which help managers decision making. Today, with rapidly evolving technology, data storing is became easier and more common. In paralel with this, data mining techniques are getting widespread day by day and being applied on various scientific area. These techniques are also being applied in businesses as a competitive tool. In this thesis, there are information about data mining techniques and it looks into data mining applications in literature, that are performed in marketing and other business fields. It also includes information about direct marketing and tele marketing. Following this, informative tips are demonstrated about WEKA and its usage which is one of the most important software for this field. An application is developed on this subject; an example of data mining process is developed based on a dataset that collected from a bank's customers. The dataset is procured from a bank's call center. WEKA data mining software is used within the context of application. The Data mining techniques used are associate rules and attribute selection. Through this application, the study aimed to illustrate how banks and other telemarketing firms can develop a data mining process.