Database marketing process supported by ontologies: System architecture proposal

Pinto, Filipe Mota; Marques, Alzira; Santos, Manuel Filipe

http://hdl.handle.net/10400.8/13238

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Database marketing process supported by ontologies System architecture proposal.pdf	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.	694.55 KB	Adobe PDF	Download

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Authors

Pinto, Filipe Mota

Marques, Alzira

Santos, Manuel Filipe

Abstract(s)

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.

Description

ICEIS 2009 - 11th International Conference on Enterprise Information Systems; Milan; Italy; 6 May 2009 through 10 May 2009; Code 79065

Keywords

Ontologies Database Marketing Knowledge Extraction Process Action Research

URI

http://hdl.handle.net/10400.8/13238

Citation

Mota Pinto F., Marques A. and Santos M. (2009). DATABASE MARKETING PROCESS SUPPORTED BY ONTOLOGIES - System Architecture Proposal . In Proceedings of the 11th International Conference on Enterprise Information Systems - Volume 3: ICEIS, ISBN 978-989-8111-86-9, pages 407-410. DOI: https://doi.org/10.5220/0002011704070410.