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A customer relationship management (CRM) application captures data about customers, schedules meetings, provides messaging services and alerts, manages sales teams and sales territories, indicates sales leads, and forecasts sales. Accounting systems capture data about sales and inventory management. Workflow applications record useful information about the services and products companies provide. The potential for all of this data represents a significant company asset. However, the problem is turning this data into information that can help companies tune their marketing campaigns, manage their sales efforts, determine their staffing requirements, manage their production schedules, and drive decision making for other aspects of a business.
Data Mining achieves concrete and measurable outcomes by managing and integrating information resources from disparate sources and applying analytical tools and techniques to distill useful aides to decision making. The goal is to gather meaningful information and increase business intelligence (BI).
Analytical solutions are created by constructing a research methodology that combines sources of data (data warehouses), applies methods of data preparation and data transformation, leverages current methods of data storage, and applies analytical tools and a defined workflow to the data mining process. These measures assist knowledge workers recognize data patterns, detect exceptions, create logical data segments, profile targets, score performance and forecast events, create simulations, and optimize results. The final task is to deploy this information to decision-makers and other information consumers on the network, across the enterprise, and on the Internet.
Access to these benefits requires companies to examine their current customer relationship management tools, and other ways in which they capture data. Data consolidation and data analysis tools are readily available. However, research design, workflow definition, and full utilization may require consulting services and staff development.
Project Examples
A Custom Statistical Reporting Solution
Leverage Current Applications and Data Storage
For More Information
SPSS, Incorporated is the leader in providing analytical solutions. They have a significant presence on the web at www.spss.com. SPSS, Incorporated has a range of useful products for companies of any size.
Cognos Incorporated is a leader in data mining solution and tools to assist customer build business intelligence ready data marts. Their web site is a www.cognos.com. Cognos products have a better fit with medium and large sized companies.
Next to SPSS, SAS Institute Incorporated offers an impressive list of data mining, OLAP and knowledge management tools. You can reach their web site it www.sas.com. Products from SAS are best suited for medium and large sized companies.
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