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Database marketing process supported by ontologies: System architecture proposal

Abstract:

This work proposes an ontology based system architecture which works as developer guide to a database marketing practitioner. Actually marketing departments handles daily with a great volume of data which are normally task or marketing activity dependent. This sometimes requires specific knowledge background and framework. This article aims to introduce an unexplored research at Database Marketing: the ontological approach to the Database Marketing process. Here we propose a generic framework supported by ontologies and knowledge extraction from databases techniques. Therefore this paper has two purposes: to integrate ontological approach in Database Marketing and to create domain ontology with a knowledge base that will enhance the entire process at both levels: marketing and knowledge extraction techniques. Our work is based in the Action Research methodology. At the end of this research we present some experiments in order to illustrate how knowledge base works and how can it be useful to user.