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Data Mining in Marketing, DMM, Workshop Proceedings

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E-ISSN 2699-5220
P-ISSN 1864-9734
Publisher Name ibai-publishing Prof. Dr. Petra Perner
Email info@ibai-publishing.org
Language English
Starting Year 2007
Discipline Computer Science
Frequency Yearly
Website http://www.ibai-publishing.org/html/proceeding.php
Country Germany
Accessing Method Open Access and Print Material
Articles Format PDF
License Type Normal
Impact Factor
0.568 (2019-2020)
Description In business environment data warehousing - the practice of creating huge, central stores of customer data that can be used throughout the enterprise - is becoming more and more common practice and, as a consequence, the importance of data mining is growing stronger. Data mining allows indeed to extract the most important information from such vast data and to uncover previously unknown patterns that may be relevant to current business problems, thereby helping business managers to transform data into business decisions. In marketing data mining has several and profitable applications. It can help to identify market segments containing customers with high-profit potential, and then build campaigns that favorably impact their behavior; to detect customers dissatisfied and ready to leave, and then align campaigns more closely with their needs; to outline profiles of prospective customers, and then increase the response rates of the acquisition campaigns, and so on.