Data mining applications in marketing

In their daily activities, companies record and accumulate a lot of information provided by existing and potential customers, large investment is made on information technology and use of media to implementing marketing strategies, in order to meet the requirements to gain greater market share, increase sales, and achieve customer's satisfaction and delight, always in search for the organization's success and profitability. However, this causes an inefficient use of resources, because not all decisions are supported by the stored information. This particular study is a review on data mining techniques applicable to the analysis of problems concerning organizations, the role of data mining in the analysis of consumer behavior is discussed and analyzed. Its usefulness is described to analyze the different strands of business activities and how its implementation could help each sector involved to improve quality and achieve customer loyalty.