Artículos de revistas
Sistematización teórica de minería de datos en el área de marketing.
Fecha
2019-12-14Autor
Sarzosa Rivera, Soledad
Freire Aillón, Teresa
Medina Chicaiza, Patricio
López Sevilla, Galo
Resumen
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.