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Marketing Data Mining

Marketing Data Mining

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Author(s): Victor S.Y. Lo (Fidelity Personal Investments, USA)
Copyright: 2008
Pages: 9
Source title: Data Warehousing and Mining: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): John Wang (Montclair State University, USA)
DOI: 10.4018/978-1-59904-951-9.ch177

Keywords: Data Mining and Databases / Data Warehousing / Information Science Reference / Library & Information Science

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Abstract

Data mining has been widely applied over the past two decades. In particular, marketing is an important application area. Many companies collect large amounts of customer data to understand their customers’ needs and predict their future behavior. This article discusses selected data mining problems in marketing and provides solutions and research opportunities.

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