Data Mining for Decision Support
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.
KeywordsTrue Positive Rate Expected Profit Supporting Factor Marketing Campaign Direct Mailing
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