Data mining is one of the stages in the overall process of
Knowledge Discovery in large databases (KDD). With the
emergence of data mining software, data mining is gaining
popularity among banks, telecommunication companies,
insurance companies, educational institutions and business
organizations to gain valuable information from the data
which can aid in decision-making. Such organizations can use
data mining for finding undiscovered patterns and/or
relationships in large databases [1-5]. The goal of data mining
is to find patterns in historical data that shed light on customer
purchase behaviour, needs and preferences. Such valuable
information can help organizations improve their business
performance and practices such as improving target marketing,
sales, and customer management. The different stages in the
data mining process have been described in [2] , [3] and [5].
The kinds of information that can be discovered depend upon
the data mining objectives and techniques employed. Data
mining techniques can be categorized into three categories:
classification and prediction, cluster analysis and association
analysis. Classification and prediction techniques fall under
predictive modeling. Predictive modeling is also known as
Data mining is one of the stages in the overall process of
Knowledge Discovery in large databases (KDD). With the
emergence of data mining software, data mining is gaining
popularity among banks, telecommunication companies,
insurance companies, educational institutions and business
organizations to gain valuable information from the data
which can aid in decision-making. Such organizations can use
data mining for finding undiscovered patterns and/or
relationships in large databases [1-5]. The goal of data mining
is to find patterns in historical data that shed light on customer
purchase behaviour, needs and preferences. Such valuable
information can help organizations improve their business
performance and practices such as improving target marketing,
sales, and customer management. The different stages in the
data mining process have been described in [2] , [3] and [5].
The kinds of information that can be discovered depend upon
the data mining objectives and techniques employed. Data
mining techniques can be categorized into three categories:
classification and prediction, cluster analysis and association
analysis. Classification and prediction techniques fall under
predictive modeling. Predictive modeling is also known as
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