ments" might reveal cross ethnic patterns that had been overlooked because of the assumptive tendency to tell software what to find, instead of letting software do marketing work.
All Data mining tools yield five types of information: associations, or detecting occurrences linked in a single event; sequences, or detecting events linked over time; classifications, or inferring conclusions about groups; clusters, or creating groups; and forecasts, or estimating future values based on data patterns.
The primary source of the corporate database for data mining is a context of data generated by Hallmark's Gold Crown Card program which has been gathering information about Hallmark customers since its launch in August 1994. Gold Crown Card is a consumer loyalty program that had as its primary mission, the goal of building long term, profi
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