Data Mining in Marketing: Part 2

Peacock, Peter R.
March 1998
Marketing Management;Spring98, Vol. 7 Issue 1, p14
Data mining is part of a much larger process known as "knowledge discovery in databases." The knowledge discovery process includes 10 phases, from data funneling to recalibrating models. Senior marketing managers can put a KDD operation in place by following seven steps, but they also must be attuned to issues such as value measurement, consumer privacy concerns, and appropriate responses to the ongoing data explosion.


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