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Instant Weka How-to by Boštjan Kaluža

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Data mining in direct marketing (Simple)

In this recipe, we will implement decision making to guide direct marketing in a company. We will use data from a real-world business problem that contains information on customers of an insurance company supplied by the Dutch data-mining company Sentient Machine Research. It consists of 86 variables and includes product usage data and socio-demographic data derived from zip area codes. All customers living in areas with the same zip code have the same socio-demographic attributes. The training set contains over 5000 descriptions of customers, while a test set contains 4000 customers. The goal is to predict which of the customers in the train set will buy a caravan insurance policy.

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