Data Mining

Businesses can receive many benefits from data mining. Which benefits they receive, however, can also depend on the way in which their data mining is undertaken. Predictive analytics are used to understand customer behavior, and businesses use the behavior of the customer in the past to attempt to determine what the customer will do in the future (Cabena, et al., 1997). While it is not an exact science, many companies believe they can use it in order to decide which products will sell most often to which customers (Nisbet, Elder, & Miner, 2009). Association discovery is another type of data mining, and is more involved with the products that are sold and how they match up to specific types of customers, as opposed to specific customers by name or other determination (Nisbet, Elder, & Miner, 2009). In other words, predictive analytics look at what customer A will buy...
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