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New Opportunities in Marketing Data Mining

New Opportunities in Marketing Data Mining

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Author(s): Victor S.Y. Lo (Fidelity Investments, USA)
Copyright: 2009
Pages: 7
Source title: Encyclopedia of Data Warehousing and Mining, Second Edition
Source Author(s)/Editor(s): John Wang (Montclair State University, USA)
DOI: 10.4018/978-1-60566-010-3.ch218

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Abstract

Data mining has been widely applied in many areas over the past two decades. In marketing, many firms collect large amount of customer data to understand their needs and predict their future behavior. This chapter discusses some of the key data mining problems in marketing and provides solutions and research opportunities.

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