2013
DOI: 10.4236/jsea.2013.64025
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Decision Tree and Naïve Bayes Algorithm for Classification and Generation of Actionable Knowledge for Direct Marketing

Abstract: Many companies like credit card, insurance, bank, retail industry require direct marketing. Data mining can help those institutes to set marketing goal. Data mining techniques have good prospects in their target audiences and improve the likelihood of response. In this work we have investigated two data mining techniques: the Naïve Bayes and the C4.5 decision tree algorithms. The goal of this work is to predict whether a client will subscribe a term deposit. We also made comparative study of performance of tho… Show more

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Cited by 102 publications
(46 citation statements)
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“…Techniques have also been proposed to postprocess decision trees to extract actionable knowledge [31,19,30,12]. For example, Yang et al considers the problem of suggesting actions that maximize the expected profit based a decision tree model [31].…”
Section: Related Workmentioning
confidence: 99%
“…Techniques have also been proposed to postprocess decision trees to extract actionable knowledge [31,19,30,12]. For example, Yang et al considers the problem of suggesting actions that maximize the expected profit based a decision tree model [31].…”
Section: Related Workmentioning
confidence: 99%
“…Complementary to interpretability, a number of studies have focused on actionable knowledge extraction [35,37], where the focus is placed on identifying a transparent series of input feature changes intended to transform particular model predictions to a desired output with low cost. Many actionability studies exist with a business and marketing orientation, investigating actions necessary to alter customer behavior for mostly tree-based models [19,41]. In addition, several studies place particular focus on actionability which can be performed in an efficient and optimal manner [12,36].…”
Section: Related Workmentioning
confidence: 99%
“…Complementary to interpretability, a number of studies have focused on actionable knowledge extraction, where the focus is placed on identifying a transparent series of input feature changes intended to transform particular model predictions to a desired output with low cost. Many actionability studies exist with a business and marketing orientation, investigating actions necessary to alter customer behaviour for mostly treebased models [30], [31]. In addition, several studies place particular focus on actionability which can be performed in an efficient and optimal manner [32], [33].…”
Section: Related Workmentioning
confidence: 99%