<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Background:</bold> Previous research has shown success of data mining methods in marketing. However, their integration in a knowledge management system is still not investigated enough.<bold>Objectives</bold>: The purpose of this paper is to suggest an integration of two data mining techniques: neural networks and association rules in marketing modeling that could serve as an input to knowledge management and produce better marketing decisions.<bold>Methods/Approach:</bold> Association rules and artificial neural networks are combined in a data mining component to discover patterns and customers’ profiles in frequent item purchases. The results of data mining are used in a web-based knowledge management component to trigger ideas for new marketing strategies. The model is tested by an experimental research.<bold>Results:</bold> The results show that the suggested model could be efficiently used to recognize patterns in shopping behaviour and generate new marketing strategies.<bold>Conclusions:</bold> The scientific contribution lies in proposing an integrative data mining approach that could present support to knowledge management. The research could be useful to marketing and retail managers in improving the process of their decision making, as well as to researchers in the area of marketing modelling. Future studies should include more samples and other data mining techniques in order to test the model generalization ability.</abstract>

Background: Previous research has shown success of data mining methods in marketing. However, their integration in a knowledge management system is still not investigated enough.Objectives: The purpose of this paper is to suggest an integration of two data mining techniques: neural networks and association rules in marketing modeling that could serve as an input to knowledge management and produce better marketing decisions.Methods/Approach: Association rules and artificial neural networks are combined in a data mining component to discover patterns and customers’ profiles in frequent item purchases. The results of data mining are used in a web-based knowledge management component to trigger ideas for new marketing strategies. The model is tested by an experimental research.Results: The results show that the suggested model could be efficiently used to recognize patterns in shopping behaviour and generate new marketing strategies.Conclusions: The scientific contribution lies in proposing an integrative data mining approach that could present support to knowledge management. The research could be useful to marketing and retail managers in improving the process of their decision making, as well as to researchers in the area of marketing modelling. Future studies should include more samples and other data mining techniques in order to test the model generalization ability.

Data Mining as Support to Knowledge Management in Marketing

Business Systems Research Journal

This chapter is distributed under the terms of the Creative Commons Attribution 4.0 Public License.

{"article-title":"Data Mining as Support to Knowledge Management in Marketing"}

Background: Previous research has shown success of data mining methods in marketing. However, their integration in a knowledge management system is still not...

Data Mining as Support to Knowledge Management in Marketing

Published Online: Oct 20, 2015

Page range: 18 - 30

Received: Jul 24, 2015

Accepted: Aug 05, 2015

DOI: https://doi.org/10.1515/bsrj-2015-0008

Keywords
association rules, data mining, knowledge management, marketing, neural networks

© 2015 Marijana Zekić-Sušac et al., published by De Gruyter Open

This chapter is distributed under the terms of the Creative Commons Attribution 4.0 Public License.

Data Mining as Support to Knowledge Management in Marketing

Published Online: Oct 20, 2015

Page range: 18 - 30

Received: Jul 24, 2015

Accepted: Aug 05, 2015

DOI: https://doi.org/10.1515/bsrj-2015-0008

Keywordsassociation rules, data mining, knowledge management, marketing, neural networks

© 2015 Marijana Zekić-Sušac et al., published by De Gruyter Open

This chapter is distributed under the terms of the Creative Commons Attribution 4.0 Public License.

Keywords
association rules, data mining, knowledge management, marketing, neural networks