Data Mining Approach for Target Marketing SMEs in Nigeria

Abstract

Presently, in addition to the lack of funds experienced by SMEs in Nigeria, the main challenges experienced by SMEs (Small and Medium Enterprises) in Nigeria has to do with them not being able to understand and the apply marketing concept. Also there are a lot of resources being wasted in
marketing campaign which does not target anybody in particular. This study is therefore focused on finding the target market of SMEs using the K-means clustering technique in combination with sentiment analysis, also known as opinion mining. The study also aims at recommending the best medium to market these SMEs as discovered from the output of the analysis. The result of this research will give positive direction to improving the profit of small and medium business through target marketing. Also, this study is not trivial because it will help to reduce marketing cost through target marketing. The study also helps to discover the opinion of the populace on the small and
medium business and the medium through which they can be targeted. This discovery will definitely form solid foundation for further marketing action and improve their profit.
Keywords: Data Mining, K-means Clustering, Target Marketing, Sentiment Analysis, SME, Opinion Mining,