Browsing by Author "Pinto, Filipe Mota"
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- Database marketing process supported by ontologies: System architecture proposalPublication . Pinto, Filipe Mota; Marques, Alzira; Santos, Manuel FilipeThis 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.
- Marketing database knowledge extraction - towards a domain ontologyPublication . Pinto, Filipe Mota; Gago, Pedro; Santos, Manuel Filipe; Mota Pinto, Filipe; Gago, PedroOntologies are currently the most prominent computer science research area under development. With this paper we use ontologies at an almost unexplored research area within the marketing discipline, throughout ontological approach to the database marketing. We propose a generic framework supported by ontologies for the knowledge extraction from marketing databases. Therefore this work 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. This research was developed according to two methodological principles, ontology domain double articulation and ontology modularization. At the end of our work we use ontologies to pre-generalize the Database Marketing knowledge through a knowledge base.
- Ontological assistance for knowledge discovery in databases processPublication . Pinto, Filipe Mota; Santos, Manuel FilipeThe dramatically explosion of data and the growing number of different data sources are exposing researchers to a new challenge- how to acquire, maintain and share knowledge from large databases in the context of rapidly applied and evolving research. This paper describes a research of an ontological approach for leveraging the semantic content of ontologies to improve knowledge discovery in databases. We analyze how ontologies and knowledge discovery process may interoperate and present our efforts to bridge the two fields, knowledge discovery in databases and ontology learning for successful database usage projects.
- Ontology-supported database marketingPublication . Pinto, Filipe Mota; Marques, Alzira; Santos, Manuel Filipe; Mota Pinto, Filipe; Marques, AlziraDatabase marketing (DBM) provides in -depth analysis of marketing databases. Knowledge discovery in database techniques is one of the most prominent approaches to supporting some of the DBM process phases. However, in many cases, the benefits of these tools are not fully exploited by marketers. Complexity and amount of data constitute two major factors limiting the application of knowledge discovery techniques in marketing activities. Currently, ontologies may here play an important role in the marketing discipline. Motivated by its success in the area of artificial intelligence, we propose an ontology-supported DBM approach. The approach aims to enhance DBM with ontology by providing detailed step-phase specific information. Our research work has its foundations in a double methodological approach using the Delphi and Action Research methodologies. First, we use Delphi to structure related DBM knowledge, and then we align our work to the Action Research methodology in order to systematise the knowledge extraction process and knowledge base creation. The issues raised in this paper both respond and contribute to calls for a DBM process improvement. Our work was evaluated in the relationship marketing domain focusing on a relational marketing programme database. The findings of this study not only advance the state of DBM research, but also shed light on future research directions.