Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/935
Título: | Data pre-processing for database marketing |
Autor(es): | Pinto, Filipe Santos, Manuel Filipe Cortez, Paulo Quintela, Hélder |
Palavras-chave: | DataBase Marketing Pre-processing |
Data: | 2004 |
Citação: | DATA GADGETS WORKSHOP, Malaga, 2004 - “Bringing Up Emerging Solutions for Data Warehousing Systems : Proceedings” ; CONFERENCE ON SOFTWARE ENGINEERING AND DATABASE, 9, Malaga, 2004. ISBN 972-9119-59-7. p. 76-84. |
Resumo(s): | To increase effectiveness in their marketing and Customer Relationship Manager activities, many organizations are adopting strategies of Database Marketing (DBM). Nowadays, DBM faces new challenges in business knowledge since current strategies are mainly approached by classical statistical inference, which may fail when complex, multi-dimensional and incomplete data is available. An alternative is to use Knowledge Discovery from Databases (KDD), which aims at automatic extraction of useful patterns by using Data Mining (DM) techniques. When applied to DBM, the identified patterns can be used for the efficient characterization of the customers. This paper focus several problems that arose in the data pre-processing step (e.g. data cleaning), which is necessary for the success of the DM approach to a DBM project. |
Tipo: | Artigo em ata de conferência |
URI: | https://hdl.handle.net/1822/935 |
Arbitragem científica: | yes |
Acesso: | Acesso aberto |
Aparece nas coleções: | DSI - Engenharia da Programação e dos Sistemas Informáticos |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
---|---|---|---|---|
casestudyDBM-final.pdf | 62,57 kB | Adobe PDF | Ver/Abrir |