Palabras claves:
Telemarketing, Árboles de decisión, Inteligencia artificial.
ABSTRACT
Telemarketing is an interactive direct marketing technique in which a telemarketing agent solicits
potential customers over the phone to make a sale of merchandise or a service. One of the great
problems of telemarketing is to specify the list of clients that presents a greater probability of
buying the product that is offered. In this article, we propose a personalized decision support
system that can automatically predict the decision of the target audience after making a
telemarketing call, in order to increase the effectiveness of direct advertising campaigns and
consequently reduce the cost and cost. campaign time. The artificial intelligence method used in
this work is the decision tree evaluated with the metrics of precision, accuracy and completeness.
After applying the artificial intelligence method we obtain an accuracy, precision and
completeness greater than 80%. The conclusions reached by the team are that in order to
improve the decision tree model it is important to carry out a prior analysis of the data using
statistical techniques or diagrams, to obtain a reference to the data and apply balancing
techniques to obtain the best possible model.
Keywords:
Telemarketing, D