| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 98 === In recent years, telemarketing has developed very well and has been adopted by many companies and their call canters in reaching their target customers. In doing so, those companies can effectively acquire their customers and increase their profits without investing unnecessary costs. The purpose of this study is to investigate the feasibility of conducting telemarketing campaign using three commonly adopted data mining techniques, namely, discriminant analysis, logistic regression, and artificial neural networks. In order to demonstrate the effectiveness of the three proposed approaches, telemarketing campaign tasks are performed on one insurance company. Analytic results demonstrated that artificial neural networks outperform traditional discriminant analysis and logistic regression approaches in terms of classification accuracy and misclassification costs and hence provide efficient alternative in conducting telemarketing tasks.
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