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Data Mining Models for Prediction of Customers’ Satisfaction: The CART Analysis

In: Innovative Management and Firm Performance

Author

Listed:
  • Marina Dobrota
  • Milica Bulajić
  • Zoran Radojičić

Abstract

Data mining is a powerful technology with great potential to help companies focus on the most important information in their data warehouses (Fayyad et al., 1996; Xu and Zhang, 2005). Data mining tools can predict future trends and behaviors, allowing businesses to make proactive, knowledge-driven decisions (Sharma et al., 2008). They scan databases for hidden patterns, finding predictive information that experts may miss because it lies outside their expectations. Technologies that have been developed in the area of data mining and knowledge discovery in databases became necessary because the traditional analysis of data has been insufficient for a very long time (Frawley et al., 1991).

Suggested Citation

  • Marina Dobrota & Milica Bulajić & Zoran Radojičić, 2014. "Data Mining Models for Prediction of Customers’ Satisfaction: The CART Analysis," Palgrave Macmillan Books, in: Maja Levi Jakšić & Slađana Barjaktarović Rakočević & Milan Martić (ed.), Innovative Management and Firm Performance, chapter 21, pages 401-421, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-40222-6_21
    DOI: 10.1057/9781137402226_21
    as

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