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Marketing Data Mining
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Author(s): Victor S.Y. Lo (Fidelity Personal Investments, USA)
Copyright: 2005
Pages: 7
Source title:
Encyclopedia of Data Warehousing and Mining
Source Author(s)/Editor(s): John Wang (Montclair State University, USA)
DOI: 10.4018/978-1-59140-557-3.ch133
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Abstract
Data mining has been widely applied over the past two decades. In particular, marketing is an important application area. Many companies collect large amounts of customer data to understand their customers’ needs and predict their future behavior. This article discusses selected data mining problems in marketing and provides solutions and research opportunities.
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