Data Mining for Decision Support

Supporting marketing decisions through subgroup discovery
  • Bojan Cestnik
  • Nada Lavrač
  • Peter Flach
  • Dragan Gamberger
  • Mihael Kline
Part of the The Springer International Series in Engineering and Computer Science book series (SECS, volume 745)


This chapter presents two methods that combine data mining and decision support techniques with the aim to generate actionable knowledge. Both methods follow the same methodology in which data mining is used to support decision-making. The methodology consists of the following phases: business understanding; data acquisition, data understanding and preprocessing; data mining through subgroup discovery; subgroup evaluation; and deployment for decision support. The two methods have been applied to support decisionmaking in marketing.


True Positive Rate Expected Profit Supporting Factor Marketing Campaign Direct Mailing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media New York 2003

Authors and Affiliations

  • Bojan Cestnik
  • Nada Lavrač
  • Peter Flach
  • Dragan Gamberger
  • Mihael Kline

There are no affiliations available

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