Data+Mining

= Data Mining = toc Data mining is the process of collecting and analyzing data from various perspectives to gather a variety of information about consumer behaviors. The information collected is used to predict trends and behaviors related to consumers. It is also possible to automatically discover unknown patterns that are present in data.One of the most common forms of data mining involves the use of preferred customer cards by supermarkets and other businesses. These businesses collect data about customer's buying habits and use it to increase revenues, cut costs, or otherwise improve their business. Many businesses even sell the data they collect although this is not always considered appropriate and some people feel that it is an invasion of privacy to do so. The practice is primarily undertaken by consumer oriented businesses, but has recently been adopted by various search engine providers as a means of revenue. Any business that uses an information database to conduct business can be mined for data.

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How Does it Apply?
One thing common to information centers is that they all service some sort of community. Data mining provides a unique opportunity for information centers in general to collect statistics regarding the communities they serve. This information can be used to better understand the people who are receiving services and create services that meet specific needs of community members. It is particularly useful in that it can be done passively through analysis of databases and does not require completion of a survey or other form of participation by patrons. Data obtained in this manner is thought to be more reliable than other forms of data because it is obtained without direct solicitation from patrons. The thinking is that people respond differently when directly approached or "put on the spot" than when they don't think anyone is watching them. This makes the data obtained more objective in nature.

**References**
Kubdya, S. (2010, May 25). What is data mining?. Retrieved from http://www.youtube.com/watch?v=R-sGvh6tI04.

Palace, B. (1996). Data mining. Retrieved from http://www.anderson.ucla.edu/faculty/jason.frand/teacher/technologies/palace/index.htm.

Stein, J.. (2010, March 10). Data mining: how companies now know everything about you. Retrieved from http://www.time.com/time/magazine/article/0,9171,2058205,00.html.

Thearling, K. (2010). An introduction to data mining. Retrieved from http://www.thearling.com/text/dmwhite/dmwhite.htm.