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Using Data Fusion to Enrich Customer Databases with Survey Data for Database Marketing

  • Peter van der Putten
  • Joost N. Kok
Chapter
Part of the Studies in Fuzziness and Soft Computing book series (STUDFUZZ, volume 258)

Abstract

Many data mining papers start with claiming that the exponential growth in the amount of data provides great opportunities for data mining. Reality can be different though. In real world applications, the number of sources over which this information is fragmented can grow at an even faster rate, resulting in barriers to widespread application of data mining and missed business opportunities. Let us illustrate this paradox with a motivating example from database marketing.

Keywords

Data Mining Credit Card Data Fusion External Evaluation Data Mining Process 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Peter van der Putten
    • 1
  • Joost N. Kok
    • 1
  1. 1.LIACSLeiden UniversityLeidenThe Netherlands

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