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Table of Contents
Introduction......................................................................................................................................3
Literature Review............................................................................................................................4
Literature gap...............................................................................................................................5
Research Methodology....................................................................................................................5
Reference.........................................................................................................................................8
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Introduction
Data mining is all about extracting and sorting large data sets to identify or discover
relationships and patterns. The data mining process involves the intersection of database systems,
statistics and machine learning (Plotnikova, Dumas & Milani, 2020). In this aspect, data mining
helps the firm analyse the patterns of customer service and customer satisfaction to solve
business problems. R studio, Tableau, and Power Bi are the different types of data mining tools
used by organizations. Data mining tools extract knowledge and patterns from unstructured data
sources such as social media platforms to understand the purchasing patterns of social media
users. Moreover, the data mining tool analyses links, user behaviour and content to uncover
patterns. In this paper, the Amazon context will be analysed to understand the different data
mining tools used by Amazon to reinforce social media reputation and visibility.
What is the role of data mining tools in better business performance optimization?
How does the data mining tool help in reinforcing social media reputation and visibility?
What challenges did Amazon face in implementing the data mining tool and monitoring
How can the performance of data mining tools be improved to increase social media
Data analytics has been a trending tool in the business world, and data mining is a part of
the entire data analytics domain. Data mining tools allow business personnel to sift through all
the repetitive and chaotic noise in the data. With the use of data mining tools, industries assess
relevant trends to make informed decisions. On the other hand, in present days, social media
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platforms play a vital role in highlighting customers' purchasing habits and interests (Vaish,
Shrivastava & Sen, 2020). In this aspect, data mining tools deep-dive into utilizing social media
The Amazon case study would help us better understand the importance of data mining
tools in today's business world. Data mining tools can improve a brand's reputation and visibility
on social media platforms. Therefore, the study is highly relevant today to analyse why it is
necessary to use data mining tools for a better social media reputation.
Literature Review
Data mining tools help transform the raw data set into practical knowledge. Industries use
the practical knowledge obtained from the data set to identify the cause of business problems and
century, data mining tools are highly necessary to identify the scope of increasing profit margin
levels by analysing business and market trends. According to Durugkar et al. (2022), data mining
tools help organizations to get meaningful insight from a wide variety of sources. The business
firm uses raw data to conduct market research. It becomes useless for business analysts if the raw
data does not provide any meaningful insight into business problems and future opportunities.
Focus Attribute, Discretization, Aggregation, Calculation and Value Mapping are the key
features of data mining. Prediction and description are the most important tasks of a data mining
tool.
Moreover, data mining tools are used in fraud detection, credit risk management and
spam filtering. The most prevalent data mining tools in recent days are Orange Data Mining,
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DataMelt Data Mining, Rapid Miner, Rattle, and SAS Data Mining (Min & Lea, 2023). These
tools are software programs that create data models from the data set and test them as well.
analysis, decision trees, and sequential patterns are the most popular data mining techniques
(Salloum et al., 2020). Data mining tools are used by firms to identify the target group among the
masses of a population, understand users' opinions, find influential people, study group
modifications and suggest an activity or product to an individual. Social media data mining
enables firms to have insights into key audiences. For instance, Amazon SageMaker is a data
mining software platform that helps developers and miners to deploy high-quality machine
learning. Amazon uses data mining to analyze customers’ purchase history and
feedback browsing behavior and proactively address common issues on its social media page.
The data mining tool of Amazon is effective in tailoring product recommendations and
promotions. Through the use of data mining tools, organizations can understand what kind of
content the audience likes, where the audience spends their time online and what customers want
to see (Rust et l., 2021). Moreover, data mining tools support identifying abnormal user activities
that could indicate security threats or fraudulent behaviour. By detecting positive and negative
mentions of the brand or its product, data mining tools enhance the reputation of the firm. Since
data mining tools help in understanding the customers better, they ultimately support the firm in
Literature gap
There is a gap has been noticed in identifying the relation between data mining tool and
social media visibility. The existing literature reviews have discussed the data mining tool from a
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technical aspect and its importance for organizational growth development. However, limited
studies have been found that have discussed how data mining tools improve the visibility and
preparation of firms in social media. Since data mining has been a recent trend, sufficient
research paper have not been found in this domain. Moreover, the previous research paper has
discussed the different technology used in data mining. However, there is a lack of research
papers available on the relationship between the social media image of Amazon and its use of
data mining tools. The current study would explore the Amazon context as it is one of the
successful companies to adopt data mining tools, and it has a strong social media reputation.
Research Methodology
The positivism philosophy will be applied in this paper to add real-time and scientific
knowledge to the paper. As per Pandey & Pandey (2021), positivist philosophy is all about
including faction knowledge in the research paper to highlight the scientific facts of the paper. It
is expected that the adoption of the positivist philosophy would help in increasing the scientific
value of the paper. Moreover, a deductive approach will be chosen to develop new theories on
the relationship between data mining tools and social media reputation from the existing theories
available on social media. According to Mishra & Alok (2022), the advantage of the deductive
approach is that it helps to explain how the variables and concepts are related to causes and
effects. Here, the factors of the data mining process will be analysed to assess how the data
mining tools of Amazon help them in improving their social media brand reputation.
Here, a secondary qualitative data collection method will be chosen to collect data from
online articles and journals. Online resources that have relevant information regarding data
mining tools and Amazon's social media performance will be collected for this study. The case
study of Amazon will be identified to get the relevant information. Data will be collected from
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Amazon's website; as per the viewpoint of Newman & Gough (2022), the advantage of using
secondary qualitative data is that it is easy to collect and more cost and time-effective than
primary research methods. Since the data will be collected from government-published reports
and Amazon's website, it is expected that the data set will be authentic and reliable. ProQuest,
Sci-hub, ResearchGate and Google Scholar will be used as online databases to get access to
A case study analysis will be performed in this paper to highlight the case of Amazon and
understand the effectiveness of data mining tools. The research papers or articles that have been
published after 2019 will only be collected to get authentic data that matches the current time.
The resources, which are available in English and full PDF versions, will be collected. Moreover,
the author of the resource will be acknowledged in the paper. The Data Protection Act,
plagiarism rules, and university rules will be properly followed to make the paper ethically
correct. The presence of unconscious bias while interpreting the data can be an ethical issue for
the paper.
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Reference
Durugkar, S. R., Raja, R., Nagwanshi, K. K., & Kumar, S. (2022). Introduction to data
https://medien.umbreitkatalog.de/pdfzentrale/978/111/979/Leseprobe_l_9781119791782.
Min, H., & Lea, B. R. (2023). Motivators and Inhibitors for Business Analytics Adoption from
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http://74.208.36.141:8080/jspui/bitstream/123456789/1319/1/BookResearchMethodology
Newman, M., & Gough, D. (2020). Systematic reviews in educational research: Methodology,
https://library.oapen.org/bitstream/handle/20.500.12657/23142/1007012.pdf?
sequenc#page=22
Pandey, P., & Pandey, M. M. (2021). Research methodology tools and techniques. Bridge
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%20METHODOLOGY%20TOOLS%20AND%20TECHNIQUES.pdf
Plotnikova, V., Dumas, M., & Milani, F. (2020). Adaptations of data mining methodologies: A
https://peerj.com/articles/cs-267/
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Rust, R. T., Rand, W., Huang, M. H., Stephen, A. T., Brooks, G., & Chabuk, T. (2021). Real-
time brand reputation tracking using social media. Journal of Marketing, 85(4), 21-43.
https://ora.ox.ac.uk/objects/uuid:00e9fcb7-9bf1-486a-b4dd-3c1d086af24e/
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Salloum, S. A., Alshurideh, M., Elnagar, A., & Shaalan, K. (2020). Mining in educational data:
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https://www.researchgate.net/profile/Said-Salloum/publication/340098459_Mining_in_E
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Mining-in-Educational-Data-Review-and-Future-Directions.pdf
Vaish, M. P., Shrivastava, S., & Sen, S. (2020). Business intelligence: escalation of data
warehousing and data mining for effective decision making. International Jounal of
https://www.researchgate.net/profile/Palak-Gupta-3/publication/348900478_Business_Int
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