Author(s): Åengül CAN
The global competitive environment affects all firms that produce both product and service. It is important that companies conduct successful marketing campaigns in order to survive in an increasingly competitive environment. Changes in lifestyles and technological developments have also brought innovations to marketing practices. For this reason, personalized practices and direct marketing approach come to the fore for establishing long term customer relations. Direct marketing practices; aim to deliver one-toone messages to each customer in order to develop and maintain a customer-specific, direct and long-term relationship. The biggest advantage of direct marketing is the ability to reach the customer directly. Differentiated includes various segmented communication methods that generally signal to customers that they are specific. Direct marketing practices; There is a wide range of materials including SMS, e-mail, telephone, Internet or print media to reach consumers in a simple and impressive way. These methods used include large data due to direct marketing applications. Big data can be processed with data mining techniques. The analysis of the big data obtained as a result of direct marketing practices provides information for future marketing campaigns. Prior knowledge obtained for future marketing campaigns will contribute to the competitive advantage. In this study, the data of a bank's telephone marketing campaign was examined. Logistic regression analysis, which is one of the data mining techniques, was preferred for the research. There were 22 independent and 1 target variables among 4119 data. As a result of logistic regression analysis performed by SPSS package program, it was found that the duration of the last meeting with the customer and the consumer confidence index were positivelycorrelated with the possibility of the customer to open time deposits and the previous campaign result was negatively correlated with the possibility of the customer to open time deposits. According to these results, it is considered that focusing on customers with high communication time may be effective in future campaigns.
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