Information Systems: A Management Perspective

additional cases

IBM explains uses of data mining

IBM's web site presents several examples that show how data mining is being used. Look at the National Basketball Association and ShopKo examples and think about whether it is possible to generalize from them.

Questions:

  1. Explain why the process of data mining is or is not clear from the two examples.

  2. Who actually does the work of data mining? Is it totally automatic or does it require an expert in data analysis?

  3. Under what circumstances should a company invest resources in a data mining effort?

Sources:

IBM Web site. "Buying Patterns: ShopKo stores mines customer data to discover what customers really want.
http://www.ibm.com/Stories/1997/04/data8.html

IBM Web site. "A Whole New Ball Game"
http://www.ibm.com/Stories/1997/04/data5.html

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