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Data Mining Models for Prediction of Customers’ Satisfaction: The CART Analysis

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Innovative Management and Firm Performance

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Abstract

Data mining is a powerful technology with great potential to help companies focus on the most important information in their data warehouses (Fayyad et al., 1996; Xu and Zhang, 2005). Data mining tools can predict future trends and behaviors, allowing businesses to make proactive, knowledge-driven decisions (Sharma et al., 2008). They scan databases for hidden patterns, finding predictive information that experts may miss because it lies outside their expectations. Technologies that have been developed in the area of data mining and knowledge discovery in databases became necessary because the traditional analysis of data has been insufficient for a very long time (Frawley et al., 1991).

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Authors
  1. Marina Dobrota
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  2. Milica Bulajić
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  3. Zoran Radojičić
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Editor information

Editors and Affiliations

  1. Faculty of Organizational Sciences (FOS), University of Belgrade, Serbia

    Maja Levi Jakšić , Slađana Barjaktarović Rakočević  & Milan Martić ,  & 

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© 2014 Marina Dobrota, Milica Bulajić, and Zoran Radojičić

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Dobrota, M., Bulajić, M., Radojičić, Z. (2014). Data Mining Models for Prediction of Customers’ Satisfaction: The CART Analysis. In: Jakšić, M.L., Rakočević, S.B., Martić, M. (eds) Innovative Management and Firm Performance. Palgrave Macmillan, London. https://doi.org/10.1057/9781137402226_21

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