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Personalizing Financial Interactions using Web Mining

Mulvenna, Maurice, de Bree, Tony, Andan, Sarabjot Singh, Büchner, Alex G and Baumgarten, Matthias (2000) Personalizing Financial Interactions using Web Mining. In: Proc. 5th International Conference on Artificial Intelligence & Emerging Technologies in Accounting, Finance & Tax. Huelva, pp. 1-17. ISBN 84-950895-7-2 [Book section]

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The web is fast maturing into an important marketing medium that provides businesses and individuals alike with the ability to undertake one-to-one marketing and provide personalised services to their customers both from a traditional supplier as from a new self-service perspective. In this paper we describe innovative Web Intelligence research in the CERENA project, that provides marketers and eventually customers and visitors in e-finance with access to data mining technology that can sift through large amounts of data collected automatically on customer interaction with the businesses web site. The technical objective of CERENA is to bring to light marketing knowledge that is mutually useful to the financial institution and to their customers.

Item Type:Book section
Faculties and Schools:Faculty of Computing & Engineering
Faculty of Computing & Engineering > School of Computing and Mathematics
ID Code:14716
Deposited By: Professor Maurice Mulvenna
Deposited On:12 Aug 2010 13:08
Last Modified:17 Oct 2017 15:52

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