Marcel van Rooyen, Simeon J. Simoff



Businesses are experiencing difficulties with integrating data-mining analytics with decision-making and action. At present, two data-mining methodologies play a central role in enabling data-mining as a process. However, the results of reflecting on the application of these methodologies in real-world business cases against specific criteria indicate that both methodologies provide limited integration with business decision-making and action. In this paper we demonstrate the impact of these limitations on a Telco customer retention management project for a global mobile phone company. We also introduce a data-mining and analytics project methodology with improved business integration – the Strategic Analytics Methodology (SAM). The advantage of the methodology is demonstrated through its application in the same project, and comparison of the results.


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Paper Citation

in Harvard Style

van Rooyen M. and J. Simoff S. (2008). A STRATEGIC ANALYTICS METHODOLOGY . In Proceedings of the Third International Conference on Software and Data Technologies - Volume 3: ICSOFT, ISBN 978-989-8111-53-1, pages 20-28. DOI: 10.5220/0001873300200028

in Bibtex Style

author={Marcel van Rooyen and Simeon J. Simoff},
booktitle={Proceedings of the Third International Conference on Software and Data Technologies - Volume 3: ICSOFT,},

in EndNote Style

JO - Proceedings of the Third International Conference on Software and Data Technologies - Volume 3: ICSOFT,
SN - 978-989-8111-53-1
AU - van Rooyen M.
AU - J. Simoff S.
PY - 2008
SP - 20
EP - 28
DO - 10.5220/0001873300200028