Data mining helps marketers discover hidden patterns in their past. Thus, new marketing campaigns can be planned and executed quickly and cost-effectively, including product and promotion activities for specific customer segments. This literature review emphasizes data mining and its applications in digital marketing and customer relationship management. This article will help businesses use data mining efficiently and enable more ARGE activities in this area.
- The rapid development of information and communication technologies and the cheapening of hardware have led to the formation and storage of large data sets.
- Data mining is the process of sifting through massive amounts of information to find actionable patterns, associations, and rules that can then be used to make predictions.
- Web mining can be used to gain insight into users, tailor content to user preferences, enhance the site’s usability, and even take security measures after identifying anomalies.