Data mining, a process that involves the extraction of predictive information which is hidden from very large databases (Vijayarani & Nithya,2011;Nirkhi,2010) is a very powerful and yet new technology having a great potential in helping companies to focus on the most important data in their data warehouses. The use of data mining techniques allows for the prediction of trends as well as behaviors thereby allowing various businesses to make proactive and yet highly informed knowledge-driven decisions. Data mining can therefore help businesses in answering various business questions that in the past have been considered too time consuming to analyze and solve. Companies can therefore collect as well as refine large quantities of data in order to gain a competitive advantage from the hidden predictive patterns contained within. In this paper we determine benefits of data mining to the businesses when employing:

Predictive analytics to understand the behavior of customers

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