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http://hdl.handle.net/10071/15400
acessibilidade
Title: A framework for increasing the value of predictive data-driven models by enriching problem domain characterization with novel features
Authors: Moro, S.
Cortez, P.
Rita, P.
Keywords: Feature selection
Decision support
Data mining
Telemarketing
Bank marketing
Issue Date: 2017
Publisher: Springer
Abstract: The need to leverage knowledge through data mining has driven enterprises in a demand for more data. However, there is a gap between the availability of data and the application of extracted knowledge for improving decision support. In fact, more data do not necessarily imply better predictive data-driven marketing models, since it is often the case that the problem domain requires a deeper characterization. Aiming at such characterization, we propose a framework drawn on three feature selection strategies, where the goal is to unveil novel features that can effectively increase the value of data by providing a richer characterization of the problem domain. Such strategies involve encompassing context (e.g., social and economic variables), evaluating past history, and disaggregate the main problem into smaller but interesting subproblems. The framework is evaluated through an empirical analysis for a real bank telemarketing application, with the results proving the benefits of such approach, as the area under the receiver operating characteristic curve increased with each stage, improving previous model in terms of predictive performance.
Peer reviewed: yes
URI: https://ciencia.iscte-iul.pt/id/ci-pub-26072
http://hdl.handle.net/10071/15400
DOI: 10.1007/s00521-015-2157-8
ISSN: 0941-0643
Publisher version: The definitive version is available at: http://dx.doi.org/10.1007/s00521-015-2157-8
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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