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  • Author: Adela Has x
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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 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.

Open access
Cluster analysis and artificial neural networks in predicting energy efficiency of public buildings as a cost-saving approach


Although energy efficiency is a hot topic in the context of global climate change, in the European Union directives and in national energy policies, methodology for estimating energy efficiency still relies on standard techniques defined by experts in the field. Recent research shows a potential of machine learning methods that can produce models to assess energy efficiency based on available previous data. In this paper, we analyse a real dataset of public buildings in Croatia, extract their most important features based on the correlation analysis and chi-square tests, cluster the buildings based on three selected features, and create a prediction model of energy efficiency for each cluster of buildings using the artificial neural network (ANN) methodology. The main objective of this research was to investigate whether a clustering procedure improves the accuracy of a neural network prediction model or not. For that purpose, the symmetric mean average percentage error (SMAPE) was used to compare the accuracy of the initial prediction model obtained on the whole dataset and the separate models obtained on each cluster. The results show that the clustering procedure has not increased the prediction accuracy of the models. Those preliminary findings can be used to set goals for future research, which can be focused on estimating clusters using more features, conducted more extensive variable reduction, and testing more machine learning algorithms to obtain more accurate models which will enable reducing costs in the public sector.

Open access