Applying Instant Business Intelligence in Marketing Campaign Automation

Chan, Gaik Yee and M. F. A. Aziz, and S. S. Hasan, (2010) Applying Instant Business Intelligence in Marketing Campaign Automation. In: 2010 Second International Conference on Computer Research and Development. IEEE, pp. 643-646. ISBN 978-0-7695-4043-6

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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!

Item Type: Book Section
Subjects: T Technology > T Technology (General)
Divisions: Faculty of Information Science and Technology (FIST)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 06 Nov 2013 01:45
Last Modified: 06 Nov 2013 01:45
URI: http://shdl.mmu.edu.my/id/eprint/4366

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