Target audience selection for direct marketing

Direct marketing, which is one of the most popular marketing approaches in the recent years, can be defined as the shortest and most accurate way of matching suitable products with the appropriate people. In this paper, we used an anonymous tourism sector database. We applied data mining techniques for target audience selection for a hotel campaign. As a result; we achieved better results than the results of previous campaigns without the use of any machine learning methods and we created an infrastructure that can be used for similar analyses.