Journal Press India^®

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This research investigates the evolution of computerised data mining techniques and their qualitative applications in marketing strategies. Data mining, central to extracting patterns from large datasets, has significantly transformed marketing practices. The study traces historical developments, highlighting milestones and technological advancements that shaped its growth. Using a qualitative approach, including professional interviews and case study analysis, it examines how businesses employ these techniques for customer segmentation, predicting behaviour, and optimising campaigns. Findings indicate increasing reliance on advanced algorithms and machine learning for actionable insights. Challenges such as data protection, implementation complexity, and the need for skilled expertise are emphasised, alongside opportunities for innovation and improved decision-making. By offering insights into qualitative aspects of data mining’s development and strategic use, the study enriches marketing and data science literature and points to future advancements in marketing technologies.

Keywords

Data mining; Marketing strategies; Customer segmentation; Predictive analytics; Machine learning; Qualitative research

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