Target Marketing using Data Mining
Target marketing, a method of attracting customers who are considered likely to buy a product. In this paper, we
propose a theoretical framework for gathering consumer data based on needs and preference; we also provide methods for
discovering relationships between customers’ preferences. With rapid globalization and competition in the field of business,
it is necessary to reinforce and redefine customer relationship. Today, customers are in charge so it is necessary that the
business strategy is more customer-oriented. The main aim of this research paper is to customize the advertisement in such a
way that ittargets a segment of the total customers’ base rather than the whole so as to convert potential buyers into
customers. The idea is to use data mining techniques to identify the high-profit, high-value and low-risk customers.
Keywords - Data mining, knowledge discovery, clustering, market segmentation.