Sequence Mining in Marketing

Meyer, Matthias (2003): Sequence Mining in Marketing. 25th Annual Conference of the Gesellschaft für Klassifikation e.V., München, 14–16 March 2001. Schwaiger, Manfred und Opitz, Otto (Hrsg.): In: Exploratory Data Analysis in Empirical Research, Berlin; Heidelberg: Springer. S. 504-513

Abstract

This paper deals with two different points of view concerning the idea and the profit of sequence mining algorithms: Firstly, from a computational view it is important to develop fast and efficient mining algorithms that discover sequential patterns. In the past, several algorithms were published which have been successfully tested for special purposes. Secondly, besides the computational view the paper deals with the marketing point of view. Generally, marketing researchers try to build marketing models describing and explaining behavioral aspects in the market (e.g, buying behaviour). This is where the marketing point of view differs from the computational approach. While sequence mining algorithms are mainly data driven without considering causes and effects, marketing researchers try to investigate relationships between relevant variables. Those differences are pointed out in order to derive demands on future research.

• Dokumententyp: Konferenzbeitrag (Paper)
• Publikationsform: Publisher's Version
• Fakultät: Betriebswirtschaft > Institut für Marktorientierte Unternehmensführung
• Themengebiete: 300 Sozialwissenschaften > 330 Wirtschaft
• Ort: Berlin; Heidelberg
• Sprache: Englisch