Application of data mining tools to hotel data mart on the Intranet for database marketing

Data mining, which is also referred to as knowledge discovery in databases, is the process of extracting valid, previously unknown, comprehensible and actionable information from large databases and using it to make crucial business decisions. In this paper, we present the data mining process from data extraction to knowledge interpretation and data mining tasks, and corresponding algorithms. Before applying data mining techniques to a real-world application, we build a data mart on the enterprise Intranet. RFM (recency, frequency, and monetary) data extracted from the data mart are used extensively for our analysis. We then propose a new marketing strategy that fully utilizes the knowledge resulting from data mining.