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Top1. Introduction
Marketing selling campaign uses a typical strategy to enhance the business where direct marketing is one of the easiest approach which eases the direct marketing. As the application area of the technology increases the data also increases. Classification of data becomes difficult because of unbounded size and nature of the data. Class imbalance problem becomes greatest issue in data mining. This technology basically focuses on increasing customer lifetime value by using customer metrics. Mainly the task is to select the best no. of clients. Data mining technique plays a key role in personal and intelligence DSSs, allowing the semi-automatic extraction of explanatory and predictive knowledge from raw data. In particular classification is the most common data mining task and the goal is to build a data driven model that learn an unknown underlying function that maps several input variables (Moro, Cortez and Rita, 2014). There are several classification models such as the logistic Regression (LR), Classification tree and Discriminant Analysis(DT). Logistic Regression(LR) and Classification Trees(CTs) are basically easily understandable by humans by easily fitting into the models and they also provide better prediction in classification task. After comparing with all these three models it shows different classification accuracy which still is a challenge to improve. So, in order to maximize the performance of classification accuracy introduce a voting based ensembling technique.
Classification accuracy is still a great challenge due to data imbalance problem. The increased volume of data is also posing a challenge for data handling and prediction, particularly when technology is used as the interface between customers and the company. As the data imbalance increases it directly affects the classification accuracy of the entire system. Area under the curve (AUC) and lift prove to be good evaluation metrics. AUC does not depend on a threshold, and is therefore a better overall evaluation metric compared to accuracy. Lift is related to accuracy and is widely well used in marketing (Burez and Van Den Poel, 2009). So, by using better metrics imbalance problems can be handle properly. Another way to improve classification accuracy is oversampling whereby, the training data set is randomly selected from both the classes and joined to form the training set. The rest is used as test / validation set. Thus, in effect the higher class is oversampled and the imbalance is removed. However, oversampling is criticized for changing the proportion of classes in the dataset.
Several classification techniques are in vogue such as Logistics Regression, Classification Trees and Discriminant Analysis. Some of the fields where classification techniques find application are Engineering, Finance, and Marketing. For example, a bank would want to predict the possibility of default on part of the customer before disbursing loan to him. Similarly, a company would want to predict the possibility of success before marketing a product in a certain area. However, one of the issues in the datasets used for prediction is that they are imbalanced. For example, in a dataset of 1000 loan disbursed, one may find 100 cases of defaults. Although, in 90% of cases in such situations there was no default, the rest 10% cases constitute tremendous loss for banks.
This mechanism proposed a voting based ensemble to improve classification accuracy. Ensemble Learning is a two-step decision making process, in which the first step is related to the decision of the individual classifier and the second step refers to the decision of the combined model. The idea behind ensemble methodology is to build a predictive model by voting on classes predicted by various classification techniques. It is well-known that ensemble methods can be used for improving prediction performance.