Patterns of Behaviour Mediated by Cognitive Scripts and Emotional Attitudes - Context-Aware Engineering of Data Mining Systems

In this paper we outline a seven layer context-aware data mining architecture which combines context, sensemaking (cognitive and affective) and data mining technologies to design adaptive context-aware data mining systems. We particularly show how cognitive constructs and emotional attitudes of a user mediate in interpretation of meaning in hidden patterns. We illustrate the role of cognitive constructs in interpreting a CRM situation by a relationship manager in a banking and finance application. We also illustrate the role of emotional attitudes as an important factor in context-aware interpretation of mined behavioral patterns in a sales recruitment and benchmarking application