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Data Mining
Using Neural Networks as a Benchmark for Model Building

Authors:

A. Ainslie
X. Drèze

Publisher:

Décisions Marketing
January-April 1996, No. 7, 77-86

Abstract:

Data mining is a new approach to extract information from large database that is currently gaining the favors of large corporations. After describing the data mining process, the authors propose a methodology for combining data mining techniques with more traditional regression analysis to reach a better understanding of the information contained in a company's database. Two examples, one from the car industry and one from the television industry are used to illustrate the concepts described.