Case-based reasoning for candidate list extraction in a marketing domain

Abstract

This paper describes a software tool called CALIBRE (Candidate Library Retrieval). The tool incorporates case-base reasoning to support the extraction of candidate lists for targeted marketing campaigns. The tool has been aimed at users in the marketing domain. This domain is characterised by very large databases containing many Terabytes of customer related information. Large systems such as these require careful management of the queries being submitted to optimise the use of processing and storage resources. The CBR approach encourages consistent best practice as well as cutting down on valuable negotiation time. An early prototype has been built and is currently used for experimental purposes.