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CH 1 Intro To Data Mining
CH 1 Intro To Data Mining
CH 1 Intro To Data Mining
TO DATA
INTRODUCTION
MINING
“Education is not the piling on of learning, information, data, facts, skills,
or abilities – that’s training or instruction – but is rather making visible
what is hidden as a seed.”—Thomas More
Motivatio
n Recently,
the computer manufacturer Dell was interested in improving the
productivity of its sales workforce. It therefore turned to data mining and
predictive analytics to analyze its database of potential customers, in
order to identify the most likely respondents.
Researching the social network activity of potential leads, using LinkedIn
and other sites, provided a richer amount of information about the
potential customers, thereby allowing Dell to develop more personalized
sales pitches to their clients.
This is an example of mining customer data to help identify the type of
marketing approach for a particular customer, based on customer's
individual profile.
What is the bottom line?