Direct Marketing

Direct Marketing

Brief Introduction

How are data fusion and data mining used to improved effectiveness of direct marketing ? What are the pros and cons on the theory and practice of these ? The hub of these questions has something to do with the term data fusion and data mining both deal with the process of combining multiple data in to produce tactical information , and the process of extracting patterns from mined data respectively . The purpose of this therefore is to explore , discover , and supply explanation as to how these data mining and

data fusion are effectively or ineffectively used in business vis-a-vis to theory and practice of direct marketing in the real world . Thus , it is necessary then that the terms used in this discussion are defined first

Definition of Terms

Direct Marketing - is the interactive use of advertising media , to stimulate an (immediate ) behaviour modification in such a way that this behaviour can be tracked , recorded , analyzed , and stored on a database for future retrieval and use (Stone Jacobs 2001 :5

Data Fusion - is a multi-level , multifaceted process dealing with the automatic detection , association , correlation , estimation , combination of data information from single and multiple sources to achieve refined position and indentify estimates , complete and timely assessments of situations and threats and their significance (Klein , 2004 :2

Data Mining -is the process for discovering patterns and trends in large database sets to find useful decision-making information . It is commonly used in a wide range of profiling practices , such as...