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Commercial Data Mining by David Nettleton

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Chapter 3

Incorporating Various Sources of Data and Information

Abstract

This chapter discusses data sources that can be accessed for a commercial data analysis project. One way of enriching the information available about a business’s environment and activity is to fuse together various sources of information and data. The chapter begins with a discussion of internal data, that is, data about a business’s products, services, and customers, together with feedback on business activities from surveys, questionnaires, and loyalty and customer cards. The chapter then considers external data—which affects a business and its customers in different ambits—such as demographic and census data, macro-economic data, data about competitors, and data relating ...

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