• Manfred Roux, Director Data Management Development, Data Management Division, IBM Software Group
  Trends der Data Mining Entwicklung
  
  
• Dr. Wolfgang Martin, independent analyst and META Group Fellow
  Data Mining - die nächste Phase
  
  
• Dr. Peter Gentsch, Director Web Intelligence und Data Mining, Niederlassungsleiter Berlin der pepper technologies AG
  Mit Data Mining dem "Homo Hybridicus" auf der Spur

Directions of Data Mining Development by Manfred Roux, Director Data Management Development, Data Management Division, IBM Software Group

Data mining was viewed as a technology in its own right. Lately we observe trends to integrate data mining technology into applications and in strategic middleware products, e.g. data bases. This trend goes hand in hand with increased efforts to standardize data mining models with the objective to provide an open interface between applications and data mining models.

We will also highlight the conviction that with a recovery in the economic climate we will see the trend to integrate data mining technology in application areas so far untouched, e.g. CRM, web application servers, or self-healing computing systems.

Manfred Roux joined IBM Deutschland in 1974 as a test specialist and developer in the area Research & Development in Böblingen, Germany. Since 1979 he has held numerous management positions in software development, in the areas of operating systems development, systems management software development, and since 1998 in development of software which is part of IBM's data management product portfolio. In this function, Manfred reports to the Vice President Development, located in Silicon Valley Laboratory, San Jose, USA. Manfred Roux holds a M.S. degree in Physics from the Illinois Institute of Technology, Chicago, Illinois, USA.

Data Mining - the next round: Digesting tons of business data. by Dr. Wolfgang Martin, independent Analyst and META Group Fellow

Data mining is marching on: Customer-orientation increases the value of data mining for business. A new generation of data mining algorithms, more affordable prices for memory processing and storage, a changing marketing paradigm as well as emerging standards for predictive model portability are facilitating mainstream adoption.

The continuously increasing growth of data collected by ERP systems, and now by CRM and SCM systems (especially when focusing on e- and wireless channels) has fostered the role of data mining. Its role is changing from a former art and magical tool box exercised by a few mathematicians and statisticians to a mainstream and accepted business tool and approach. Our research indicates a fundamental change in positioning data mining, as enterprises are asking more questions on how to adopt data mining to maximise value of information and to master the deluge of information.

Dr. Wolfgang Martin ist ein europäischer Experte auf den Gebieten

• CRM (Customer Relationship Management),
• CCM (Commerce Chain Management),
• EAI (Enterprise Application Integration),
• BI (Business Intelligence).

Sein Spezialgebiet sind die Wechselwirkungen technologischer Innovation auf das Business: und damit auf die Organisation, die Unternehmenskultur, die Businessarchitekturen und die Geschäftsprozesse. The InfoEconomist zählt ihn zu den 1o einflußreichsten IT Consultants in Europa.

Vor der Gründung des Wolfgang MARTIN Teams war Dr. Martin 5 oe Jahre lang bei der META Group, zuletzt als Senior Vice President International Application Delivery Strategies.

Darüberhinaus kennt man ihn aus TV-Interviews, durch Fachartikel in der Wirtschafts- und IT-Presse, als Herausgeber von Büchern, u.a. "Data-Warehousing - Data Mining - OLAP", Bonn, 1998.

Bevor er für die META-Group arbeitete, war Dr. Martin in verschiedenen Managementpositionen bei Sybase und Software AG tätig, wo er für Business Development, Marketing und Produktmarketing verantwortlich war. Nachdem er sich intensiv mit der Entwicklung von Anwendungen für Computational Statistics in der Wissenschaft beschäftigt hatte, sammelte Dr. Martin als Decision Support-Experte bei Comshare Erfahrung im Bereich endbenutzerorientierte Verarbeitung von ndividuellen Daten.

Dr. Martin promovierte und habilitierte an der Universität Bonn in angewandter Mathematik. Seit 1970 ist er verheiratet mit Elisabeth Martin.

Data Mining - Tracking the "Homo Hybridicus" Customer Profiling Customer Profiling Between Competative Advantage, Customer Use, and Illegality by Dr. Peter Gentsch, Director Web Intelligence and Data Mining, Niederlassungsleiter Berlin of pepper technologies AG

"Marketing based on customer profiles and intermediation is the real driver for profit in the digital age" (Eric Schmitt, CEO, Novell)

There has been a long tradition in business administration for seeking significant customer profiles. In the online-world now the battle for the digital client has started. Although human interaction on the internet tends to be anonymous and although distance is one of its key characteristics, more and more companies are trying to catch as many a personal detail as possible from their internet clients. Especially data and web mining are being used for this purpose as they can provide significant knowledge for building up customer profiles.

Customer profiles are ment to help companies understand their customers' mindsets: Which customer is rather emotional, which one rather rational? Which customer is a "smart shopper", which one rather a "communinity chatter"? The questions to ask are clear. The real challange lies with the fact that the online consumer's behaviour usually is hybrid. Modern customers are multi-optionists, the traditional homo oekonomicus has mutated to the homo hybridicus. So traditional target customer demography is loosing its significance. In the homo hybridicus' world freetime and working periods are no longer strictly seperated. This makes customer profiling even more of a challange because good profiles now have to be far more complex and dynamic than in the old days of traditional target marketing. In this context analytical profiling platforms are becoming more and more important.

Customer profiling significantly influences what is discussed as the phenomenon of intermediators in the retail area. Now infomediators are being defined as a particular representation of intermediators. Infomediators can only execute their gatekeeper function between companies and customers if they are given the opportunity to create accurate customer profiles. The question is, which companies, or which non-commercial organisations, will be able to fulfil this task efficiently and with due respect to customer privacy.

Dr. Peter Gentsch ist Director der Bereiche Web Intelligence und Data Mining sowie Niederlassungsleiter Berlin bei der pepper technologies AG. Zuvor hat er für die I-D Media AG den Bereich Web Intelligence aufgebaut. Zudem war er mehrere Jahre für verschiedene namhafte Industrie- und Dienstleistungsunternehmen als Unternehmensberater tätig. Er hat diverse Projekte im Bereich Data Mining, CRM und E-Business geleitet und durchgeführt. Darüber hinaus ist er Autor zahlreicher Bücher und Studien zum Thema Innovations- und Wissensmanagement.