Since sport marketing is a commercial activity, precise customer and marketing segmentation must be investigated frequently and it would help to know the sport market after a specific customer profile, segmentation, or pattern come with marketing activities has found. Such knowledge would not only help sport firms, but would also contribute to the broader field of sport customer behavior and marketing. This paper proposes using the Apriori algorithm of association rules, and clustering analysis based on an ontology-based data mining approach, for mining customer knowledge from the database. Knowledge extracted from data mining results is illustrated as knowledge patterns, rules, and maps in order to propose suggestions and solutions to the case firm, Taiwan Adidas, for possible product promotion and sport marketing.
Expert Systems with Applications 36(8), pp.11045–11056