Business managers work in a world in which data are plentiful and well formulated theories rare this is a world well suited to data and text mining data and text mining represent flexible approaches to information management research and analysis they are data driven rather than theorydriven. Description for data mining courses and marketing research courses in the business school computer science department this conceptual introduction to data mining within the context of business and marketing research provides a uniquely balanced approach that is neither too technical nor too management oriented. Text mining approaches and applications are essential for helping companies take advantage of this information for improving strategic business activities and boosting decision making unlike data mining which is designed to work with structured data text mining or text analytics focuses on text heavy business data and is intended to . This conceptual introduction to data mining within the context of business and marketing research provides an eclectic approach to the field using worked examples and business case studies the volume answers the four questions why is data mining important to business and marketing research how . By focusing on business applications such as customer relationship management database marketing market segmentation sales forecasting and more youll be shown just how data and text mining results can be used to guide business decision making
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