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TitleData pre-processing for database marketing
Author(s)Pinto, Filipe
Santos, Manuel Filipe
Cortez, Paulo
Quintela, Hélder
KeywordsDataBase Marketing
Issue date2004
CitationDATA 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.
Abstract(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.
TypeConference paper
AccessOpen access
Appears in Collections:CAlg - Artigos em livros de atas/Papers in proceedings
DSI - Engenharia da Programação e dos Sistemas Informáticos

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