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Business Rules Mining Using GUHA Method for the Personalization of Commercial Offers
2017
Engineering Economics
A shift from mass to personalized marketing, and thus also to personalized offers, brings firms an advantage for building customer relationships. The article introduces an artefact in the form of a method for creating personalized offers, focused on companies engaged in e-commerce. This method is based on mining association rules using the GUHA method. The association rules are converted into business rules and then combined with other manually defined business rules. The application of the
doi:10.5755/j01.ee.28.2.15767
fatcat:ap7yzrrsbfdh5d2vpsvfnsx6l4