Abstract
Database marketing (DBM) refers to the use of information databases to support marketing activities in order to obtain useful information to establish and maintain a profitable interaction with the customer. This work focuses the failures of traditional approaches to the database marketing, proposing the use of techniques from artificial intelligence, in the context of business intelligence in marketing areas. Based in literature review, it’s explored a vision for the systemic use of methods and techniques of data mining in projects of DBM, and proposed a conceptual model that combines DBM activities with appropriate data mining techniques, contributing to efficiency and effectiveness of database marketing projects.
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Guarda, T. et al. (2018). Marketing Knowledge Management Model. In: Rocha, Á., Guarda, T. (eds) Proceedings of the International Conference on Information Technology & Systems (ICITS 2018). ICITS 2018. Advances in Intelligent Systems and Computing, vol 721. Springer, Cham. https://doi.org/10.1007/978-3-319-73450-7_23
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DOI: https://doi.org/10.1007/978-3-319-73450-7_23
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