Elements of Data Mining:

Classification – finds the defining characteristic of a certain group

Clustering – identifies groups of items that share a particular, pre-given characteristics

Association – identifies relationships between events that occur at one time

Sequencing – similar to association, except that the relationship exists over a period of time

Forecasting – estimates future values based on patterns within large sets of data


Having a single, coherent view of the whole of an organisation’s data


Technology and information provide powerful, distinctive competences

monitoring of the buying habits and tastes of customers so that advertising and promotion can be directed towards specific customer segments


To exploiting the information available, to identify and understand data patterns

Source of Data Mining:

(Chandler-Wilde, R., 2005) Henley Business School