Anand, SS

Buchner, AG

Hughes, John

Mulvenna, Maurice

English

A holistic approach, in the form of a process, is proposed in order to discover marketing intelligence from Internet data. The Internet-enabled knowledge discovery process contains the steps human resource identification, problem specification, data prospecting, domain knowledge elicitation, methodology identification, data pre-processing, pattern discovery, and knowledge post-processing. It also involves the three types of expertise required during a project, namely a web administrator, a marketing expert, and a data mining specialist. To show the validity and applicability of the proposed approach, the electronic commerce marketing scenarios of customer attraction, customer retention, cross-sales, and churn are tackled with the outlined process, respectively

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An Internet-enabled Knowledge Discovery Process

https://pure.ulster.ac.uk/ws/files/11575951/MULVENNA-An%20Internet-enabled%20Knowledge%20Discovery%20Process.pdf

An Internet-enabled Knowledge Discovery Process

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