caa a22 4500 606228551 CHVBK 20210128101204.0 cr unu---uuuuu 210128e20150201xx s 000 0 eng 10.1007/s10796-012-9397-2 doi (NATIONALLICENCE)springer-10.1007/s10796-012-9397-2 Profiling internet banking users: A knowledge discovery in data mining process model based approach [Elektronische Daten] [Gunjan Mansingh, Lila Rao, Kweku-Muata Osei-Bryson, Annette Mills] Analysing datasets using data mining techniques can enhance decision making in organizations. However, to ensure that the full potential of these techniques is realised it is important that decision makers understand there are Knowledge Discovery and Data Mining (KDDM) processes that are mature enough to be adopted. This paper demonstrates the benefits of using a KDDM process to evaluate survey data for internet banking users in Jamaica which includes demographic as well as attitudinal and behavioral variables. The major benefits of following this process include the selection of a set of models, rather than a single model, which are more relevant to the business/research objectives and use of a more targeted knowledge discovery process as the data mining analyst is now directed to consider the effects the decisions in each phase will have on subsequent phases. This leads to more relevant knowledge being extracted from the data mining process. Springer Science+Business Media New York, 2013 Knowledge Discovery in Data Mining nationallicence Internet banking nationallicence Decision tree nationallicence Clustering nationallicence Demographic and attitudinal profiling nationallicence Mansingh Gunjan Department of Computing, The University of the West Indies, Kingston, Jamaica aut Rao Lila Mona School of Business and Manangement, The University of the West Indies, Kingston, Jamaica aut Osei-Bryson Kweku-Muata School of Business, Virginia Commonwealth University, Richmond, VA, USA aut Mills Annette Department of Accounting and Information Systems, University of Canterbury, Christchurch, New Zealand aut Information Systems Frontiers Springer US; http://www.springer-ny.com 17/1(2015-02-01), 193-215 1387-3326 17:1<193 2015 17 10796 https://doi.org/10.1007/s10796-012-9397-2 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s10796-012-9397-2 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Mansingh Gunjan Department of Computing, The University of the West Indies, Kingston, Jamaica aut NATIONALLICENCE 700 1- Rao Lila Mona School of Business and Manangement, The University of the West Indies, Kingston, Jamaica aut NATIONALLICENCE 700 1- Osei-Bryson Kweku-Muata School of Business, Virginia Commonwealth University, Richmond, VA, USA aut NATIONALLICENCE 700 1- Mills Annette Department of Accounting and Information Systems, University of Canterbury, Christchurch, New Zealand aut NATIONALLICENCE 773 0- Information Systems Frontiers Springer US; http://www.springer-ny.com 17/1(2015-02-01), 193-215 1387-3326 17:1<193 2015 17 10796