Abstract

RIVERO PEREZ, Jorge Luis; PENATE SANTANA, Yaimara  and  MARTINEZ LOPEZ, Pedro Harenton. Proposal of data processing platform for direct marketing data. Universidad y Sociedad [online]. 2016, vol.8, n.2, pp. 65-71. ISSN 2218-3620.

Data mining has been widely used to identify potential customers for a new product or service. In this article is done a study of previous work relating to the application of data mining methodologies for software projects, specifically for direct marketing projects. Several data sets of demographic and historical customer purchases data available for evaluation of algorithms in this area, some of them very new and current are described. The main contribution of this paper is the proposal of a platform for distributed data stream processing for the processes of targeting customers and building predictive models required response; thus facilitating several of the functional requirements for development environments.

Keywords : Data stream; direct marketing; data mining.

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