Marketing database knowledge extraction: towards a domain ontology

Authors:
Filipe Mota Pinto;Pedro Gago;Manuel Filipe Santos
Affiliations:
Computer Science Department, Polytechnic Institute of Leiria, Leiria, Portugal;Computer Science Department, Polytechnic Institute of Leiria, Leiria, Portugal;Systems Information Department, University of Minho, Guimarães, Portugal
Venue:
INES'09 Proceedings of the IEEE 13th international conference on Intelligent Engineering Systems
Year:
2009

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Abstract

Ontologies are currently the most prominent computer science research area under development. With this paper we use ontologies at an almost unexplored research area within the marketing discipline, throughout ontological approach to the database marketing. We propose a generic framework supported by ontologies for the knowledge extraction from marketing databases. Therefore this work 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. This research was developed according to two methodological principles, ontology domain double articulation and ontology modularization. At the end of our work we use ontologies to pre-generalize the Database Marketing knowledge through a knowledge base.