The following information was submitted:
Transactions: WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
Transactions ID Number: 29-163
Full Name: Manuel Santos
Position: Professor
Age: ON
Sex: Male
Address: Departamento Sistemas de Informação, Escola Engenharia, Universidade do Minho
Country: PORTUGAL
Tel: +351253510306
Tel prefix:
Fax: +351253510300
E-mail address: mfs@dsi.uminho.pt
Other E-mails:
Title of the Paper: Database Marketing Intelligence Supported by Ontologies
Authors as they appear in the Paper: Pinto, F., Santos, M.F., Marques, A.
Email addresses of all the authors: fpinto@estg.ipleiria.pt,mfs@dsi.uminho.pt,alzira@estg.ipleiria.pt
Number of paper pages: 12
Abstract: Marketing departments handles with a great volume of data which are normally task or marketing activity dependent. This requires the use of certain, and perhaps unique, specific knowledge background and framework. This article aims to introduce an almost unexplored research at marketing field: the ontological approach to the Database Marketing process. We propose a framework supported by ontologies and knowledge extraction from databases techniques. Therefore this paper has two purposes: to integrate the ontological approach into Database Marketing and to create a domain ontology, a knowledge base that will enhance the entire process at both levels, marketing and knowledge extraction techniques. In order to structure and systematize the marketing concepts, Action Research methodology has been applied. At the end of this research the ontologies will be used to pre-generalize the Database Marketing knowledge through a knowledge base.
Keywords: Ontologies, Database Marketing, Knowledge Extraction Process, Action Research
EXTENSION of the file: .doc
Special (Invited) Session: ontology based data mining – a contribution to business intelligence
Organizer of the Session: ID 699-169
How Did you learn about congress: José Machado( jmac@di.uminho.pt) António Abelha (abelha@di.uminho.pt)
IP ADDRESS: 85.244.8.227
