An Internet-enabled Knowledge Discovery Process

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.