engleski

Data mining for decision support: Supporting marketing decisions through subgroup discovery

This chapter presents two methods that combine data mining and decision support techniques in marketing. The first method deals with targeting a direct mailing campaign and the second one with selecting the target consumer segment for a marketing campaign. Both methods are applied on the results of completed questionnaires about brand name recognition in Slovenia. First, we give a motivation for the task. Then, we briefly describe the data and explain the preprocessing steps. In the main part of the paper we highlight the two methods that first use data mining to elicit knowledge from the data and then apply the knowledge in a system for decision support to help solving a difficult task. The chapter concludes with lessons learned and directions for further work

subgroup discovery, marketing, actionable knowledge

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