TITLE

Data mining: On the trail to marketing gold

AUTHOR(S)
Thelen, Shawn; Mottner, Sandra; Berman, Barry
PUB. DATE
November 2004
SOURCE
Business Horizons;Nov/Dec2004, Vol. 47 Issue 6, p25
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
What is data mining, and how does it differ from traditional statistical modeling? Along with finding the answers here, managers can take a look at important recent developments in data mining, examine some of its marketing-related applications, and learn how to establish and maintain a data mining system. Armed with this information, they can then determine their firm's level of commitment to the process. Companies that do not want to commit the financial and personnel resources to data mining can still secure many of its benefits through outsourcing.
ACCESSION #
15032458

 

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