A view on the methodology of analysis and exploration of marketing data

Maciej Pondel , Jerzy Korczak


The paper proposes a methodology for the development of a marketing decision support system using Big Data technology and data mining techniques. The approach was inspired by the CRISP-DM methodology, which is not oriented towards Big Data projects. Therefore, we have modified this methodology with respect to the purpose and technological requirements of the project. The proposed methodology was tested during development of RTOM (Real Time Omnichannel Marketing) project. Project tasks focus on the analysis and exploration of large and heterogeneous data sets. The paper presents the phases of the project implementation according to the extended CRISP-DM methodology, taking into account the specifics of the analysis and exploration processes of large realtime marketing databases. Examples of project steps are also provided to illustrate the approach
Author Maciej Pondel (MISaF / IBI / DBIiM)
Maciej Pondel,,
- Department of Business Intelligence in Management
, Jerzy Korczak (MISaF / IBI / DIT)
Jerzy Korczak,,
- Department of Information Technologies
Publication size in sheets0.5
Book Ganzha Maria, Maciaszek Leszek, Paprzycki Marcin (eds.): Proceedings of the 2017 Federated Conference on Computer Science and Information Systems, Annals of Computer Science and Information Systems, vol. 11, 2017, Polskie Towarzystwo Informatyczne, Institute of Electrical and Electronics Engineers , ISBN 978-83-946253-9-9, [978-83-946253-8-2, 978-83-946253-7-5], 1398 p., DOI:10.15439/978-83-946253-7-5
URL https://annals-csis.org/Volume_11/pliks/fedcsis.pdf
Languageen angielski
Pondel_Korczak_A_ view_ on_ the_ methodology2017.pdf 871,24 KB
Score (nominal)15
Score sourceconferenceIndex
Publication indicators WoS Citations = 3
Citation count*7 (2020-07-03)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.