Applying data mining tools for database marketing based on hotel data mart on the intranet

Abstract

Data mining, which is also referred to as knowledge discovery in databases, is an emerging science of applying modern statistical and artificial intelligence technologies to the problem of extracting valid, previously unknown, comprehensible, and actionable information from large databases and of using it to make crucial business decisions. In this paper, we presents the data mining process from extracting data to interpreting extracted knowledge and data mining tasks, and corresponding algorithms. Before applying data mining techniques to a real world application, we present our own data model for the data mart and build a data mart on the Intranet. RFM (Recency, Frequency, and Monetary) data in the data mart are extensively used for our analysis. We then propose a new marketing strategic planning which is fully utilizing the extracted knowledge.