Title :
Applying Instant Business Intelligence in Marketing Campaign Automation
Author :
Yee, Chan Gaik ; Aziz, Mohamad Fazli Abd ; Hasan, Siti Suhaily
Author_Institution :
Fac. of Inf. Technol., Multimedia Univ., Cyberjaya, Malaysia
Abstract :
In order to make a marketing campaign effective, the business must analyze the spending behavior of his customers and know the best promotional time period. However, extracting these data manually is a time consuming and an inefficient task. Thanks to the current internet and wireless technologies together with existing data mining tools, our system is able to automate the data mining process efficiently with instant business intelligence built into it. In this paper, we introduce an Enterprise Marketing Campaign Automation (EMCA) system that can provide data for businesses to instantly assemble them for determining effective and accurate marketing campaign strategy. Through market basket analysis, both the business and customers benefited by having a recommended list of "most likely to purchase" products being generated instantly. By generating a mailing list targeted to a specific group of buyers with reference to their buying habits can reduce marketing cost by just mailing the promotional items to the specific group of buyers. Being able to predict the low and peak sales seasons will enable the business to plan ahead with good marketing campaign strategies for consumers to have a more enjoyable shopping experience!
Keywords :
Internet; business data processing; competitive intelligence; data mining; purchasing; retail data processing; business intelligence; buyers; buying habits; data extracting; data mining tools; enterprise marketing campaign automation; internet; mailing list; market basket analysis; marketing cost; promotional items; promotional time period; purchasing; sales; shopping; spending behavior; wireless technologies; Assembly systems; Association rules; Automation; Data mining; Information analysis; Information technology; Internet; Marketing and sales; Research and development; Synthetic aperture sonar; business intelligence; data mining; market basket analysis; marketing campaign automation;
Conference_Titel :
Computer Research and Development, 2010 Second International Conference on
Conference_Location :
Kuala Lumpur
Print_ISBN :
978-0-7695-4043-6
DOI :
10.1109/ICCRD.2010.180