Database Mining and Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Saar-Tsechansky, M. 2010. Database Mining and Marketing. Wiley International Encyclopedia of Marketing.
- Published Online: 15 DEC 2010
Database mining refers to the data-driven process of extracting useful patterns or relationships from large databases, usually by means of sophistical statistical techniques. In marketing, while data base mining discovers and unravels patterns in data, it is not guided by underlying marketing theories. Marketing applications of data base mining include market basket analysis, propensity models, and ad placement models.
Keywords: data base mining; market basket analysis; propensity models; ad placement models