Data Mining Based Marketing Decision Support System Using Hybrid Machine Learning Algorithm

Abstract

Data mining is widely used in engineering and science, On the contrary, it is used in finance and marketing applications to resolve the challenges in the respective fields. Data mining based decision support system enhances the organization performance by analysing the ground reality. Turbulent economy is common for every organization due to the competition, cost, tax pressures, etc., Privatization, Globalization and liberalization drags the organization more into a competitive environment. In order to balance the competition and withstand to achieve desired gain proper marketing strategies are need to planned and executed. Marketing decision support system helps to reduce the organization burdens in analysing and strategical planning through its efficient data mining approach. This research work proposed a data mining based decision support system using decision tree and artificial neural network as a hybrid approach to estimate the marketing strategies for an organization.