Raising, to enhance rule mining in Web marketing with the use of an ontology

Document Type

Syllabus

Publication Date

12-1-2007

Abstract

This chapter introduces Raising as an operation that is used as a preprocessing step for data mining. In the Web Marketing Project, people's demographic and interest information has been collected from the Web. Rules have been derived using this information as input for data mining. The Raising step takes advantage of an interest ontology to advance data mining and to improve rule quality. The definition and implementation of Raising are presented in this chapter. Furthermore, the effects caused by Raising are analyzed in detail, showing an improvement of the support and confidence values of useful association rules for marketing purposes. © 2008, IGI Global.

Identifier

62449296138 (Scopus)

ISBN

[9781599046181]

Publication Title

Data Mining with Ontologies Implementations Findings and Frameworks

External Full Text Location

https://doi.org/10.4018/978-1-59904-618-1.ch002

First Page

18

Last Page

36

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