Using data fusion to enrich customer databases with survey data for database marketing

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. © 2010 Springer-Verlag Berlin Heidelberg.