An Internet-enabled Knowledge Discovery Process

AG Buchner, Maurice Mulvenna, SS Anand, John Hughes

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

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.
LanguageEnglish
Title of host publicationUnknown Host Publication
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 → …

Fingerprint

World Wide Web
Knowledge discovery
Marketing
Knowledge elicitation
Electronic commerce
Holistic approach
Identification problem
Methodology
Scenarios
Human resources
Customer retention
Data mining
Marketing intelligence
Expertise
Attraction
Domain knowledge

Keywords

  • Data Mining
  • Electronic Commerce

Cite this

Buchner, AG., Mulvenna, M., Anand, SS., & Hughes, J. (Accepted/In press). An Internet-enabled Knowledge Discovery Process. In Unknown Host Publication
Buchner, AG ; Mulvenna, Maurice ; Anand, SS ; Hughes, John. / An Internet-enabled Knowledge Discovery Process. Unknown Host Publication. 1999.
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Buchner, AG, Mulvenna, M, Anand, SS & Hughes, J 1999, An Internet-enabled Knowledge Discovery Process. in Unknown Host Publication. 9th International Database Conference on Heterogeneous and Internet Databases, 6/05/99.

An Internet-enabled Knowledge Discovery Process. / Buchner, AG; Mulvenna, Maurice; Anand, SS; Hughes, John.

Unknown Host Publication. 1999.

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

TY - GEN

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AU - Buchner, AG

AU - Mulvenna, Maurice

AU - Anand, SS

AU - Hughes, John

PY - 1999/5/6

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N2 - 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.

AB - 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.

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KW - Electronic Commerce

M3 - Conference contribution

BT - Unknown Host Publication

ER -

Buchner AG, Mulvenna M, Anand SS, Hughes J. An Internet-enabled Knowledge Discovery Process. In Unknown Host Publication. 1999