A Data Mining Based Approach to a Firm’s Marketing Channel
作者： Esra Kahya Ozyirmidokuz , Kumru Uyar , Mustafa Hakan Ozyirmidokuz
DOI: 10.1016/S2212-5671(15)00975-2
关键词:
摘要: Abstract Firms need to collect and analyze marketing data in order have a competitive advantage the sector. The aim of this research is extract knowledge from an international firm's channel improve efficiency system. Cross Industry Standard Process for Data Mining (CRISP-DM) used survey data. are clustered by applying Kohonen Self Organizing Map (SOM) reduce attributes. Anomaly detection analysis applied. We generate C5.0 Decision Tree (DT) model predicting firms’ complaints with very high accuracy. rules also extracted.
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