From data exploration to semantic model of customer

The main purpose of the paper is to demonstrate the possibility of exploiting data analysis methods, data exploration and semantic models in research on customer profiles. The solution to the problem was illustrated by the example of credit cards promotion strategy on the basis of historical data coming from the bank's databases. Marketing data regarded information on the bank's customers, such as personal data and transactions. We present a way of creating the semantic model of a customer by using the data exploration method. With this purpose in mind, multiple algorithms of clustering and classification were applied, the results of which were exploited to elaborate the ontology and to illustrate its use in decision-making.