Data Mining

According to Mr. Featherman, Data Mining(DM) is a sophisticated data analysis technique that is used to make knowledge discoveries in a mountain of data. The business intelligence DM software can automatically locate patterns (key influencers, or clusters) in large amounts of data. Marketers and businesses track you. They know what you are interested in, what products you bought in the past, what brands you like to buy, and even what you are doing online. Cards are one way to track them. I have a Safe way club card and Starbucks membership card (that i got for my birthday). Safeway receipt always encourages me to buy more of products that they think I like by giving me a coupon or something. I am not sure what Starbucks card would do. I think it can only track what beverages and food I eat at Starbucks unless I register for an account online. 

Chap 3. Data Mining