... needs, it is with this in mind that each company strives to compete against their rivals and gain large shares of their market place. Take for example large magazine company Reader's Digest. With a data base that has existed for 40 years and now holds the information of over 100 million families world-wide it can pick out specific details of its clients that it wishes to focus upon and can market to a customer group as little as 20. The company may research its databases to see who has bought a certain line of books for example and then use those customers to focus on the sales of other books by the same author, or maybe a story tape. This makes the customer feel that their needs are being personally catered for. Using data mining in this manner enables Readers Digest to select a potential customer base from a very wide ...

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