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Database marketing process supported by ontologies: System architecture proposal

2009-05Conference paper Restricted access
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datacite.subject.fosCiências Naturais::Ciências da Computação e da Informação
datacite.subject.fosCiências Sociais::Economia e Gestão
dc.contributor.authorPinto, Filipe Mota
dc.contributor.authorMarques, Alzira
dc.contributor.authorSantos, Manuel Filipe
dc.date.accessioned2025-06-13T17:25:59Z
dc.date.available2025-06-13T17:25:59Z
dc.date.issued2009-05
dc.descriptionICEIS 2009 - 11th International Conference on Enterprise Information Systems; Milan; Italy; 6 May 2009 through 10 May 2009; Code 79065
dc.description.abstractThis 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.eng
dc.identifier.citationMota 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.
dc.identifier.doi10.5220/0002011704070410
dc.identifier.isbn978-989-8111-86-9
dc.identifier.urihttp://hdl.handle.net/10400.8/13238
dc.language.isoeng
dc.peerreviewedyes
dc.publisherSCITEPRESS - Science and Technology Publications
dc.relation.hasversionhttps://www.scitepress.org/Papers/2009/20117/
dc.relation.ispartofProceedings of the 11th International Conference on Enterprise Information
dc.rights.uriN/A
dc.subjectOntologies
dc.subjectDatabase Marketing
dc.subjectKnowledge Extraction Process
dc.subjectAction Research
dc.titleDatabase marketing process supported by ontologies: System architecture proposaleng
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.conferenceDate2009-05
oaire.citation.conferencePlaceMilan, Italy
oaire.citation.endPage410
oaire.citation.startPage407
oaire.citation.titleICEIS 2009 - 11th International Conference on Enterprise Information Systems, Proceedings
oaire.citation.volume3
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameMota Pinto
person.familyNameMarques
person.givenNameFilipe
person.givenNameAlzira
person.identifier.ciencia-id1519-309E-BC47
person.identifier.orcid0000-0001-7634-0296
person.identifier.orcid0000-0001-6607-852X
relation.isAuthorOfPublication908ef8f4-823a-41fd-8184-287f872b943c
relation.isAuthorOfPublicationd558615c-d75f-42b4-8b6c-c160e48304cc
relation.isAuthorOfPublication.latestForDiscovery908ef8f4-823a-41fd-8184-287f872b943c

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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.
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