A Suggestion of an Algorithm to Promote Data Quality in Data Mining for Direct Marketing Campaigns
Keywords:
Clarification, Database, Marketing, AlgorithmAbstract
One of the biggest obstacles to be overcome by professionals specialized in information analysis is the transformation of data into information. Large companies generate more and more data from different sources, it is plausible to encounter problems in their standardization. Marketing is based on information for creating campaigns and other actions, therefore, it is essential that this data is entered correctly. Given this context, this research sought to identify the main requirements for data clarification with the suggestion of an algorithm to be implemented according to the company's environment that served as the study objective. The methodology used was Design Science Research. The result obtained was a computational model presented in UML diagrams that will perform the cleaning of information from a company's database. The contribution to the theory is to present the problems arising from a company in relation to data quality. The contribution to the practice is to present an algorithm suggestion for data cleaning to IT managers, systems analysts and programmers to use in their systems
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