Decision Tree Based Approach To Marketing Activities and Tactic Sequencing

Companies are employing various data mining techniques to find solutions to pervasive business problems. All the functions in an organization are finding their own specific use cases to apply data mining models and benefit from it. Most common data mining models focus on prediction, classification or regression. Marketing as a discipline has numerous applications for these data mining models in forecasting, cross selling problems. With limited marketing budgets and numerous marketing activities, it becomes extremely crucial to segregate which activities to focus more. Though there are numerous ways to measure and analyze performance of various marketing activities and tactics, the decision is not as straight forward due to attribution issues. There has been some research on measuring performances of marketing activities but there is a void in research done on sequencing marketing activities and tactics. Marketing activities and tactics if sequenced based on data mining models would yield a better return on the marketing bucks invested. Our research focusses on utilizing decision trees to create the best marketing activity sequence. We also explain the methodology to generate the most effective marketing activity sequence