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Data Mining


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Data mining is primarily used today by companies with a strong consumer focus - retail, financial, communication, and marketing organizations. It enables these companies to determine relationships among "internal" factors such as price, product positioning, or staff skills, and "external" factors such as economic indicators, competition, and customer demographics. And, it enables them to determine the impact on sales, customer satisfaction, and corporate profits.

Finally, it enables them to "drill down" into summary information to view detail transactional data.

With data mining, a retailer could use point-of-sale records of customer purchases to send targeted promotions based on an individual's purchase history. By mining demographic data from comment or warranty cards, the retailer could develop products and promotions to appeal to specific customer segments.

For example, video companies mines its video rental history database to recommend rentals to individual customers. Credit card companies can suggest products to its cardholders based on analysis of their monthly expenditures.

Many retail companies are pioneering massive data minigng to transform its supplier relationships. They capture point-of-sale transactions from stores in different countries and continuously transmits this data to its massive 7.5 terabyte Teradata data warehouse. They allow more than 3,500 suppliers, to access data on their products and perform data analyses. These suppliers use this data to identify customer buying patterns at the store display level. They use this information to manage local store inventory and identify new merchandising opportunities.

Data mining consists of five major elements:

  • Extract, transform, and load transaction data onto the data warehouse system.
  • Store and manage the data in a multidimensional database system.
  • Provide data access to business analysts and information technology professionals.
  • Analyze the data by application software.
  • Present the data in a useful format, such as a graph or table.


Contact an Met Sistem Data Mining consultant today and start.