1、2600 英文单词， 1.4 万英文字符 ， 中文 4300 字 文献出处： Ozyirmidokuz E K , Uyar K , Ozyirmidokuz M H . A Data Mining Based Approach to a Firms Marketing ChannelJ. Procedia Economics and Finance, 2015, 27:77-84. A Data Mining Based Approach to a Firms Marketing Channel Esra Kahya Ozyirmidokuz, Kumru Uyar, Mustafa Hak
2、an Ozyirmidokuz Abstract Firms need to collect and analyze marketing data in order to have a competitive advantage in the sector. The aim of this research is to extract knowledge from an international firms marketing channel to improve the efficiency of the marketing system. The Cross Industry Stand
3、ard Process for Data Mining (CRISP-DM) is used to analyze the survey data. Data are clustered by applying a Kohonen Self Organizing Map (SOM) to reduce the attributes. Anomaly detection analysis is applied. We generate a C5.0 Decision Tree (DT) model used for predicting the marketing channel firms c
4、omplaints with very high accuracy. Decision rules are also extracted. Keywords: Knowledge discovery in databases; data mining; DT, rule induction, marketing channel complaints 1. Introduction A marketing channel, which delivers a firms products and services to consumers, is one of the critical succe
5、ss factors in a marketing system to achieve marketing objectives. If a firm doesnt know its marketing channel well, it cant manage it. Firstly, the firm must collect data from its marketing channel. The firm needs to analyze data seriously to have a competitive advantage in the sector. Data Mining (
6、DM), which is the process of automatically searching large volumes of data to extract knowledge from them a in a human-understandable structure, helps analysts to recognize relationships within data. Applying DM techniques to marketing data is extremely useful to find interesting, previously unknown, hidden patterns, which can then be better defined, in massive datasets. In this manner, DM helps to find important knowledge from the marketing channel. The achieved knowledge has a strate
