ERAU MGMT 320 - Discussion 7.2.docx - Running head...

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Running head: DISCUSSIONS MGMT 320 1 Data mining pertains to the uncovering of useful business information in big databases, warehouses, or data stores (Rainer & Prince, 2018, p. 348). The key operations of data mining involve the identification of patterns not seen before and then using those patterns to forecast emerging trends and behaviors (p. 348). An affinity analysis is a type of data mining application that specifically looks for co-occurrence relationships done by either particular individuals or groups (p. 349). Additionally, in marketing predictive analytics can be used for trend analysis to determine potential customers receptive to targeted marketing (p. 354). According to PAT Research there are several features to consider for a data mining software solution, such as an easy to use interface, scalable processing, and clustering (2019a). According to reviews posted to PAT Research’s website, one of the top rated data mining software solutions is Orange Data Mining (2019a).

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