Classification and Prediction Based Data Mining algorithms to Predict Email Marketing Campaigns

Nowadays, digital marketing has become an important tool to increase both activities and revenue of each enterprise. Therefore, many enterprises from different fields have integrated big data and data mining utilities, in order to well classify and target the marketing offers according to member's specific and individual needs taking advantage of member's navigational behavior. Personalized Email Marketing is the process of delivering right offer, at the right time to the right person based on the customer's profile. The main objective of Personalized Email Marketing is to identify the needs of a customer and offer products and services that appeal to that particular customer. In this perspective of research, a comparative study concerning several classification algorithms that can be handle this kind of problems, will be discussed in this paper.