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Using Data Fusion to Enrich Customer Databases with Survey Data for Database Marketing

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Marketing Intelligent Systems Using Soft Computing

Part of the book series: Studies in Fuzziness and Soft Computing ((STUDFUZZ,volume 258))

Abstract

Many data mining papers start with claiming that the exponential growth in the amount of data provides great opportunities for data mining. Reality can be different though. In real world applications, the number of sources over which this information is fragmented can grow at an even faster rate, resulting in barriers to widespread application of data mining and missed business opportunities. Let us illustrate this paradox with a motivating example from database marketing.

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Author information

Authors and Affiliations

  1. LIACS, Leiden University, P.O. Box 9512, 2300, RA, Leiden, The Netherlands

    Peter van der Putten & Joost N. Kok

Authors
  1. Peter van der Putten
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  2. Joost N. Kok
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Editor information

Editors and Affiliations

  1. University of Granada, Spain

    Jorge Casillas  & Francisco J. Martínez-López  & 

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van der Putten, P., Kok, J.N. (2010). Using Data Fusion to Enrich Customer Databases with Survey Data for Database Marketing. In: Casillas, J., Martínez-López, F.J. (eds) Marketing Intelligent Systems Using Soft Computing. Studies in Fuzziness and Soft Computing, vol 258. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-15606-9_11

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  • DOI: https://doi.org/10.1007/978-3-642-15606-9_11

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-15605-2

  • Online ISBN: 978-3-642-15606-9

  • eBook Packages: EngineeringEngineering (R0)

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