Logistic Regression And Decision Tree In The Application Of Database Marketing Response

Compared with the traditional marketing, database marketing can not only improve efficiency,but also lay a basis for customer relationship management.It is also the leverage for enterprise to transform from a product oriented operating system to a customer oriented operating system.Due to the strong function of data storage and data mining,database marketing for tracking customers, understand customers, to predict customer demand to provide unprecedented possibility, this on the basis of customer data, quantitative analysis of the decision-making basis,the market demand as the leading emerging marketing theory and practice,has been widely used in various large and medium-sized enterprises abroad.Statistical modeling analysis and database marketing, being bound together, can play their respective advantages and make marketing more targeted. In this paper, the customer marketing response of the financing marketing data from a foreign bank is predicted by building a complete modeling process, taking customer response as targeting variables, and establishing a logistic regression model and a decision tree model.Examination shows that the model prediction has a very high accuracy and lift. In a word, the application of the models can substantially improve marketing efficiency and reduce cost at same time.