The Role of Data Mining in Organizational Cognition

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Author(s): Chandra S. Amaravadi (Western Illinois University, USA)and Farhad Daneshgar (University of New South Wales, Australia)
Copyright: 2004
Pages: 15
Source title: Organizational Data Mining: Leveraging Enterprise Data Resources for Optimal Performance
Source Author(s)/Editor(s): Hamid Nemati (The University of North Carolina at Greensboro, USA)and Christopher D. Barko (Laboratory Corporation of America, USA)
DOI: 10.4018/978-1-59140-134-6.ch004

Keywords: Data Mining / Data Mining and Databases / Information Science Reference / Library & Information Science

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Abstract

Data mining has quickly emerged as a tool that can allow organizations to exploit their information assets. In this chapter, we suggest how this tool can be used to support strategic decision-making. Starting with an interpretive perspective of strategy formulation, we discuss the role of beliefs in the decision-making process. Referred to as Micro-Theories (MTs), these beliefs generally concern some assumption regarding the organization’s task environment, such as sales increasing in a certain segment or customers preferring a certain product. The strategic role for data mining, referred to as Organizational Data Mining (ODM) is then to provide validation for these beliefs. We suggest a four-step process for identifying and verifying MTs and illustrate this with a hypothetical example of a bank. Implications and future trends in ODM are discussed. Ultimately results of data mining should be integrated with strategic support systems and knowledge management systems.

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