Abstract
Database marketing (DBM) refers to the use of information databases to support marketing activities in order to obtain useful information to establish and maintain a profitable interaction with the customer. This work focuses the failures of traditional approaches to the database marketing, proposing the use of techniques from artificial intelligence, in the context of business intelligence in marketing areas. Based in literature review, it’s explored a vision for the systemic use of methods and techniques of data mining in projects of DBM, and proposed a conceptual model that combines DBM activities with appropriate data mining techniques, contributing to efficiency and effectiveness of database marketing projects.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Lusch, R., Vargo, S.: The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. Routledge, Abingdon (2014)
Khodakarami, F., Chan, Y.: Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Inf. Manag. 51(1), 27–42 (2014)
Wedel, M., Kannan, P.: Marketing analytics for data-rich environments. J. Mark. 80(6), 97–121 (2016)
Kasemsap, K.: The role of data mining for business intelligence in knowledge management. In: Integration of Data Mining in Business Intelligence Systems, pp. 12–33 (2015)
Kingyens, A., Paradi, J., Tam, F.: Bankruptcy prediction of companies in the retail-apparel industry using data envelopment analysis. In: Advances in Efficiency and Productivity, pp. 299–329. Springer International Publishing (2016)
Wheeler, R., Aitken, S.: Multiple algorithms for fraud detection. Knowl.-Based Syst. 13(2), 93–99 (2004)
Silva, A., Cortez, P., Santos, M., Gomes, L., Neves, J.: Multiple organ failure diagnosis using adverse events and neural networks. In: Proceedings of 6th International Conference on Enterprise Information Systems – ICEIS, vol. 2 (2004)
Shaw, M., Subramaniam, C., Tan, G., Welge, M.: Knowledge management and data mining for marketing. Decis. Support Syst. 31, 127–137 (2001)
Guarda, T., Augusto, M.F., L., Sousa, A., Silva, C., Costa, A.: Database Marketing Tools for SMEs (2014)
Lee, J.: A study on the data mining preprocessing tool for efficient database marketing. J. Digital Convergence 12(11), 257–264 (2014)
Oliveira, T., Coelho, V., Souza, M., Boava, D., Boava, F., Coelho, I., Coelho, B.: A hybrid variable neighborhood search algorithm for targeted offers in direct marketing. Electron. Notes Discrete Math. 47, 205–212 (2015)
Aguinis, H., Forcum, L., Joo, H.: Using market basket analysis in management research. J. Manag. 39(7), 1799–1824 (2013)
McDonald, M., Wilson, H.: Marketing Plans: How to Prepare Them, How to Profit from Them. Wiley, Chichester (2016)
Consulting, C.: Database Marketing Standards for the Retail Industry. Retail Target Marketing System Inc (1996)
Babin, B., Zikmund, W.: Exploring Marketing Research. Cengage Learning, Boston (2015)
Rodriguez, M., Peterson, R.M., Ajjan, H.: CRM/social media technology: impact on customer orientation process and organizational sales performance. In: Ideas in Marketing: Finding the New and Polishing the Old. Springer, Cham (2015)
Pinto, F., Guarda, T., Gago, P.: A framework proposal for ontologies usage in marketing databases. In: International Conference on Model and Data Engineering, pp. 31–41. Springer (2011)
Mining, W.: Data Mining: Concepts and Techniques. Morgan Kaufmann, Burlington (2006)
Piatetsky-Shapiro, G. (ed.): Advances in Knowledge Discovery and Data Mining Uthurusamy, 21st edn. AAAI Press, Menlo Park (1996)
Elder, J.: Handbook of Statistical Analysis and Data Mining Applications. Academic Press, Cambridge (2009)
Gonçalves, J., Faria, B.M., Reis, L.P., Carvalho, V., Rocha, Á.: Data mining and electronic devices applied to quality of life related to health data. In: 2015 10th Iberian Conference on Information Systems and Technologies (CISTI), pp. 1–4. IEEE (2015)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG
About this paper
Cite this paper
Guarda, T. et al. (2018). Marketing Knowledge Management Model. In: Rocha, Á., Guarda, T. (eds) Proceedings of the International Conference on Information Technology & Systems (ICITS 2018). ICITS 2018. Advances in Intelligent Systems and Computing, vol 721. Springer, Cham. https://doi.org/10.1007/978-3-319-73450-7_23
Download citation
DOI: https://doi.org/10.1007/978-3-319-73450-7_23
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-73449-1
Online ISBN: 978-3-319-73450-7
eBook Packages: EngineeringEngineering (R0)