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Database marketing intelligence supported by ontologies

2009-03Journal article Open access
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dc.contributor.authorPinto, Filipe
dc.contributor.authorSantos, Manuel Filipe
dc.contributor.authorMarques, Alzira
dc.contributor.authorMota Pinto, Filipe
dc.contributor.authorMarques, Alzira
dc.date.accessioned2025-04-11T19:29:38Z
dc.date.available2025-04-11T19:29:38Z
dc.date.issued2009-03
dc.description.abstractMarketing departments handles with a great volume of data which are normally task or marketing activity dependent. This requires the use of certain, and perhaps unique, specific knowledge background and framework. This article aims to introduce an almost unexplored research at marketing field: the ontological approach to the Database Marketing process. We propose a framework supported by ontologies and knowledge extraction from databases techniques. Therefore this paper has two purposes: to integrate the ontological approach into Database Marketing and to create a domain ontology, a knowledge base that will enhance the entire process at both levels, marketing and knowledge extraction techniques. In order to structure and systematize the marketing concepts, Action Research methodology has been applied. At the end of this research the ontologies will be used to pre-generalize the Database Marketing knowledge through a knowledge base.eng
dc.identifier.citationPinto, F.M., Santos, M.F., & Marques, A.A. (2009). Database Marketing Intelligence Supported by Ontologies.
dc.identifier.issn1109-9526
dc.identifier.urihttp://hdl.handle.net/10400.8/12785
dc.language.isoeng
dc.peerreviewedyes
dc.publisherWorld Scientific and Engineering Academy and Society (WSEAS)
dc.relation.hasversionhttps://www.semanticscholar.org/paper/Database-Marketing-Intelligence-Supported-by-Pinto-Santos/ff166f2e7825a9c21c2ff1e42a7247eee6df70e8
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectOntologies
dc.subjectDatabase Marketing
dc.subjectKnowledge Extraction Process
dc.subjectAction Research
dc.titleDatabase marketing intelligence supported by ontologieseng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage146
oaire.citation.startPage135
oaire.citation.titleWSEAS Transactions on Business and Economics
oaire.citation.volume6
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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Marketing departments handles with a great volume of data which are normally task or marketing activity dependent. This requires the use of certain, and perhaps unique, specific knowledge background and framework. This article aims to introduce an almost unexplored research at marketing field: the ontological approach to the Database Marketing process. We propose a framework supported by ontologies and knowledge extraction from databases techniques. Therefore this paper has two purposes: to integrate the ontological approach into Database Marketing and to create a domain ontology, a knowledge base that will enhance the entire process at both levels, marketing and knowledge extraction techniques. In order to structure and systematize the marketing concepts, Action Research methodology has been applied. At the end of this research the ontologies will be used to pre-generalize the Database Marketing knowledge through a knowledge base.
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