Database Mining and Marketing

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