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Issue Brief

Introduction to Successful Association Data Mining

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Research Tools & Techniques
Meg Whedbee


Data mining has resulted from the recent convergence of large databases of customer or member information, high speed computer technology, and sophisticated analytical techniques. By creating analytical models of member behavior, it is possible to make predictions about future member behavior to guide organizational, marketing, and delivery strategies. This issue brief provides an introduction to the data mining process and the potential for data mining tools to help associations make better strategic decisions