An Overview of Data Mining and Marketing

Abstract

We present an overview of the developments taking place for the analysis of large and complex databases under the umbrella of Knowledge Discovery in Databases and Data Mining. These methods are gaining popularity as a result of traditional statistical methods not scaling up to the needs of analyzing large databases, as well as for reasons of user-friendliness, i.e., the need for the analysis to be performed by the end-users themselves, often in real time.