Sistematización teórica de minería de datos en el área de marketing

Soledad Sarzosa Rivera; Patricio Medina Chicaiza; Teresa Freire Aillón; Galo López Sevilla

doi:10.36779/mktdescubre/v#.#

Theoretical systematization of data mining in the marketing area

Soledad Sarzosa Rivera Universidad Técnica de Ambato - Ecuador http://orcid.org/0000-0002-0528-8432
Patricio Medina Chicaiza Pontificia Universidad Católica del Ecuador - Ecuador http://orcid.org/0000-0002-2736-8214
Teresa Freire Aillón Pontificia Universidad Católica del Ecuador - Ecuador http://orcid.org/0000-0003-2324-6495
Galo López Sevilla Pontificia Universidad Católica del Ecuador - Ecuador http://orcid.org/0000-0003-4699-4875

DOI: http://dx.doi.org/10.36779/mktdescubre/v%23.%23

Abstract

The research is aimed at carrying out a theoretical systematization of data mining in the marketing area, through a bibliographic review in various databases and with the support of the Perish tool. It is concluded that data mining is a vital tool within companies and specifically in the area of marketing, because it determines patterns of behavior and purchase of customers, supports in making decisions, prevents them from being wrong, minimizes risks and takes advantage of the resources of the companies.

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Published

Dec 10, 2019

How to Cite

SARZOSA RIVERA, Soledad et al. Theoretical systematization of data mining in the marketing area. mktDESCUBRE, [S.l.], v. 1, n. 14, p. 90 - 100, dec. 2019. ISSN 2602-8522. Available at: <http://revistas.espoch.edu.ec/index.php/mktdescubre/article/view/335>. Date accessed: 06 may 2024. doi: http://dx.doi.org/10.36779/mktdescubre/v#.#.

Citation Formats

Issue

Vol 1 No 14 (2019): Fourteenth Edition (July - December)

Section

Marketing Management

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