An introduction to data mining and other techniques for advanced analytics — Barry Leventhal, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 2

This paper reviews the use of data mining (DM) for extracting patterns from large databases, held by companies such as banks, retailers and telco operators. The DM process is discussed, together with the ideal architecture, for applying this approach in a data warehouse environment. Some related techniques are identified —advanced data visualization tools for converting large volumes of data into pictorial form together with text mining and social network analysis for extracting structured data from unstructured text and relationships. The role of contact optimization is highlighted, as a method for optimizing the business value that a company can achieve from its DM activities. Finally, the paper suggests some initial steps in selecting a DM software product and offers the author’s personal guidelines for the types of product that are likely to be most useful in different situations. (17 pages)

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