Publicação

Database marketing process supported by ontologies: System architecture proposal

Detalhes bibliográficos
Resumo:	This work proposes an ontology based system architecture which works as developer guide to a database marketing practitioner. Actually marketing departments handles daily with a great volume of data which are normally task or marketing activity dependent. This sometimes requires specific knowledge background and framework. This article aims to introduce an unexplored research at Database Marketing: the ontological approach to the Database Marketing process. Here we propose a generic framework supported by ontologies and knowledge extraction from databases techniques. Therefore this paper has two purposes: to integrate ontological approach in Database Marketing and to create domain ontology with a knowledge base that will enhance the entire process at both levels: marketing and knowledge extraction techniques. Our work is based in the Action Research methodology. At the end of this research we present some experiments in order to illustrate how knowledge base works and how can it be useful to user.
Autores principais:	Pinto, Filipe Mota
Outros Autores:	Marques, Alzira; Santos, Manuel Filipe
Assunto:	Ontologies Database Marketing Knowledge Extraction Process Action Research
Ano:	2009
País:	Portugal
Tipo de documento:	comunicação em conferência
Tipo de acesso:	acesso restrito
Instituição associada:	Instituto Politécnico de Leiria
Idioma:	inglês
Origem:	IC-online

Descrição
Resumo:	This work proposes an ontology based system architecture which works as developer guide to a database marketing practitioner. Actually marketing departments handles daily with a great volume of data which are normally task or marketing activity dependent. This sometimes requires specific knowledge background and framework. This article aims to introduce an unexplored research at Database Marketing: the ontological approach to the Database Marketing process. Here we propose a generic framework supported by ontologies and knowledge extraction from databases techniques. Therefore this paper has two purposes: to integrate ontological approach in Database Marketing and to create domain ontology with a knowledge base that will enhance the entire process at both levels: marketing and knowledge extraction techniques. Our work is based in the Action Research methodology. At the end of this research we present some experiments in order to illustrate how knowledge base works and how can it be useful to user.