Industry: database marketing and web mining

Authors:
Sarabjot S. Anand;Alex G. Büchner
Affiliations:
Lecturer of Computer Science, University of Ulster, Northern Ireland;Research Fellow, Northern Ireland Knowledge Engineering Laboratory, University of Ulster
Venue:
Handbook of data mining and knowledge discovery
Year:
2002

Citing 3
Cited 1

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Abstract

The four customer-related key disciplines in marketing are attraction, retention, cross-sales, and departure. The same holds for database marketing and its electronic commerce equivalent in Web mining. The case study that is presented tackles the problem of cross-sales in the financial sector in which a particular service had to be cross-sold to the existing customer base. The techniques that were applied are characteristic rule discovery (see Chapter 16.2.2) and deviation detection (see Chapter 16.3.1). We discuss the effect of domain knowledge on the interestingness value of the discovered rules and study techniques for refining the knowledge to increase this interestingness measure. We also investigate the use of externally procured lifestyle and other survey data for data enrichment and discuss its use as additional domain knowledge. The same scenario is then mapped onto its electronic commerce counterpart, where we used log files to discover navigational behavior in order to model potential cross-sales targets.