Data mining vs. conventional analysis. When should we use the new tools?

The paper performs a comparison of data mining tools with conventional tools. It is focused on the analysis of issues such as if the new techniques are better than the older ones, if so, in which sense and when we should apply them.

Data Mining and Knowledge Discovery

Luiz S Lucas Interactive Data Systems (IDS) and DataWise, Brazil

 

INTRODUCTION

In recent years a good amount of effort has been spent on the application of data mining techniques to marketing research. In the ESOMAR area, for example, the 1997 Edinburgh Congress included papers on neural networks (Stadtler and Liehr, 1997 and Yahiaoui, Dias and Blancard, 1997) and fuzzy segmentation (Keyman, 1997).

Nonetheless we still need some work on the comparison of the new data mining tools with the conventional tools:

  • Are they better than the older ones?
  • If so,...

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