Big Data and Data Mining

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 2 in Digital Marketing, 2024, pp 25-52 from Springer

Abstract: Abstract Big data and data mining have revolutionized the marketing landscape, transforming how businesses understand and engage with their customers. In today’s digital age, every interaction with technology generates data, creating vast amounts of information that require sophisticated techniques to analyze and derive meaningful insights. Data mining is the process of extracting valuable patterns from large datasets, enabling companies to make informed decisions. This chapter outlines the key steps in data mining, including data collection, cleaning, integration, storage, analysis, pattern recognition, interpretation, and decision-making. These steps harness the power of big data to provide actionable insights, making businesses more competitive and innovative.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_2

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