Increasing Customer Value by Integrating Data Mining and Campaign Management Software . As a database marketer, you understand that some customers present much greater profit potential than others. However, merely identifying your best prospects is not enough to improve customer value. You must somehow fit your Data Mining results into the execution of marketing campaigns that enhance the profitability of customer relationships. This white paper describes how you can profit from the integration of Data Mining and Campaign Management technologies.
Data mining is a relatively unique process.
In most standard database operations, nearly all of the results presented to the user are something that they knew existed in the database already. Data mining, on the other hand, extracts information from a database that the user did not know existed. Relationships between variables and customer behaviors that are non-intuitive are the jewels that data mining hopes to figure out. This is where visualization comes in. Visualizing Data Mining Models .