Targeting customers with data mining techniques: Classification

The valuable knowledge can be discovered through data mining process for further use and prediction. There are different data mining techniques, such as clustering, association, and classification. Classification is one of the major techniques to discover the patterns in huge amounts of data. This technique is widely used in various fields. However, it has not attracted enough attention in marketing concepts. This article presents a study on targeting customers with a data mining approach, considering their past performance. Using this approach, the performance patterns can be discovered from an existing data set of the San Francisco airport, including the information of its passengers. Furthermore, we identify the limitations of current work and raise several directions forfuture research.