An Internet-enabled Knowledge Discovery Process

AG Buchner, Maurice Mulvenna, SS Anand, John Hughes

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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Abstract

A holistic approach, in the form of a process, is proposed in order to discover marketing intelligence from Internet data. The Internet-enabled knowledge discovery process contains the steps human resource identification, problem specification, data prospecting, domain knowledge elicitation, methodology identification, data pre-processing, pattern discovery, and knowledge post-processing. It also involves the three types of expertise required during a project, namely a web administrator, a marketing expert, and a data mining specialist. To show the validity and applicability of the proposed approach, the electronic commerce marketing scenarios of customer attraction, customer retention, cross-sales, and churn are tackled with the outlined process, respectively.
Original languageEnglish
Title of host publicationUnknown Host Publication
PublisherIDC
Number of pages15
Publication statusAccepted/In press - 6 May 1999
Event9th International Database Conference on Heterogeneous and Internet Databases - Hong Kong
Duration: 6 May 1999 → …

Conference

Conference9th International Database Conference on Heterogeneous and Internet Databases
Period6/05/99 → …

Keywords

  • Data Mining
  • Electronic Commerce

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  • Cite this

    Buchner, AG., Mulvenna, M., Anand, SS., & Hughes, J. (Accepted/In press). An Internet-enabled Knowledge Discovery Process. In Unknown Host Publication IDC.