4 association entails the detection of connections

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increase in gasoline prices). ____________________________________________________________________ (4) Association :: entails the detection of connections between records, driven by association and sequence discovery. For example, a possible detected association may be that a particular segment’s average length of stay increases after a specific advertising campaign. Another association task could be employed in an effort to determine why a specific promotion was successful in one market, but ineffective elsewhere. Specific information regarding customer-purchase histories is necessary to formulate probabilistic rules pertaining to subsequent purchases. ________________________________________________________________________ (5) Forecasting:: predicts the future value of continuous variables based on patterns and trends within the data. For instance, the forecasting function can be used to predict the future size of market segments. With forecasting one can also use data trends to project which hotel amenities are of growing importance to consumers and will be key drivers of the consumer’s future perception of value. …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………… Examples of the uses of data-mining information in hotel marketing :: • Create direct-mail campaigns • Plan seasonal promotions • Plan the timing and placement of ad campaigns • Create personalized advertisements • Define which market segments are growing most rapidly • Determine the number of rooms to reserve for wholesale customers and business travelers
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