文章基本信息

标题：The Connection between Data Mining and Segmentation in Marketing Area
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作者：Prof. Archana Raje ; Dr. R. K. Srivastava
期刊名称：International Journal of Innovative Research in Computer and Communication Engineering
印刷版ISSN：2320-9798
电子版ISSN：2320-9801
出版年度：2014
卷号：2
期号：12
出版社：S&S Publications
摘要：Marketing decisions are sometimes based on intuitive decision making and process is inclusive ofmarketing people’s judgmental calls. By segmenting markets marketers can better understand their customers andtarget them in efficient and effective manner. Segmentation provides the foundation to address strategic decisionmaking. Data mining converts data into knowledgeable and actionable information. Data mining can be used to forecastand model the future by making past data. Thus, data mining can be used to create data-driven behavioural segments.For marketers both segmentation and data mining is important and needed. It is necessary to understand the connectionbetween data mining and segmentation in marketing. This study unfolds the inter linkages of data mining andsegmentation terms in marketing.
关键词：Data mining; Market Segmentation; Clustering; Targeting; Positioning