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Open access

Marijana Zekić-Sušac and Adela Has

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.

Open access

Marijana Zekić-Sušac, Sanja Pfeifer and Nataša Šarlija

Abstract

Background: Large-dimensional data modelling often relies on variable reduction methods in the pre-processing and in the post-processing stage. However, such a reduction usually provides less information and yields a lower accuracy of the model. Objectives: The aim of this paper is to assess the high-dimensional classification problem of recognizing entrepreneurial intentions of students by machine learning methods. Methods/Approach: Four methods were tested: artificial neural networks, CART classification trees, support vector machines, and k-nearest neighbour on the same dataset in order to compare their efficiency in the sense of classification accuracy. The performance of each method was compared on ten subsamples in a 10-fold cross-validation procedure in order to assess computing sensitivity and specificity of each model. Results: The artificial neural network model based on multilayer perceptron yielded a higher classification rate than the models produced by other methods. The pairwise t-test showed a statistical significance between the artificial neural network and the k-nearest neighbour model, while the difference among other methods was not statistically significant. Conclusions: Tested machine learning methods are able to learn fast and achieve high classification accuracy. However, further advancement can be assured by testing a few additional methodological refinements in machine learning methods.

Open access

Marijana Zekić-Sušac, Rudolf Scitovski and Adela Has

Abstract

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.