Data Mining and Marketing Intelligence

Alberto Saccardi ()
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Alberto Saccardi: Nunatac Srl

Symphonya. Emerging Issues in Management, 2003, issue 2 Marketing Research and Global Markets

Abstract: The technological advance has made possible to create data bases designed for the marketing intelligence, with the availability of large information. Data Mining is the process of selection, research and modeling of large amounts of data aimed to find out unknown business relationships in order to achieve a business edge. The Data Mining activity has a searching approach in the data analysis: discover unknown relationships, new relationships without an 'a priori' hypotheses on the subject.

Keywords: Marketing Research; Market Research; Data Mining; Marketing Intelligence; Modelling of Data Bases; Data Mining Applications DOI:http://dx.doi.org/10.4468/2003.2.05saccardi (search for similar items in EconPapers)
Date: 2003
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