A framework for improving find best marketing targets using a hybrid genetic algorithm and neural networks

摘要

Recently, many companies in Iran use telemarketing to introduce their products. These companies need to detect their best target to following them over seasons and years for more sales. This paper introduces a simple and appropriate method to predict behavior of customers based on behavior of prior customers. First of all, a dataset of customer action should be made and then preprocessed to reduce its attribute and dimension. Then a neural network will be made based on selected features to predict sale behavior of customers. Finally an evolutionary algorithm like genetic can be used to find feature of customers who will buy products more. This method evaluated by Portuguese Bank Tele Marketing dataset. Results show it simply can find the best customers in this case study. It's highly recommended to companies use this method to reduce their marketing costs and have better performance.