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Database Mining and Marketing

Part 1. Marketing Strategy

  1. Maytal Saar-Tsechansky

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01018

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Saar-Tsechansky, M. 2010. Database Mining and Marketing. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. The University of Texas at Austin, Austin, TX, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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