The structure of proposed marketing DSSs

Today's customers have such varied tastes and preferences that it is not possible to group them into large homogenous populations to develop marketing strategies. In fact, each customer wants to be served according to her individual and unique needs. Database marketing, characterized by marketing strategies based on the great deal of information available from the transaction databases and customer databases became popular and most organizations have built up massive databases about their customers and their purchase transactions. But, due to lack of appropriate tools and techniques to analyze these huge databases, a wealth of customer information and buying patterns is permanently hidden and unutilized in such databases. Knowledge-based marketing, which uses appropriate data mining tools and knowledge management framework, addresses this need and helps leverage knowledge hidden in databases.

The components of the proposed MDSS are as shown in Figure 1.

0 0

Post a comment