Data Mining in Digital Marketing

With Industry 4.0, the Internet of objects, Internet services and cyber-physical systems have led to radical changes in every aspect of society. Artificial intelligence and intelligent systems that emerge together with technological developments are rapidly advancing towards becoming technologies that we use in almost every field of our lives and that are convenient for us. Thanks to these developments, computer systems, processor speeds and storage capacities have also increased cheaper computer systems and increasing processor speed and storage capacities have caused to be collected huge amounts of data. We have produce huge of data by the log files of WEB servers formed by the web sites we visit, blogs, photos, videos, texts etc. that we share through social media tools. Analysing increased diversity and volume of data and the result of this analysis is that more meaningful information and interpretation of the acquired knowledge is beyond what human competence and relational databases can do. At this point, data mining which allows large quantities of data to be transformed into meaningful and useful information, offers many advantages and facilities.

Data mining enables the use of computer programs to find correlations and rules that provide meaningful, potentially useful future predictions from large amounts of available data. Nowadays, data mining is successfully applied in medicine, banking and insurance, telecommunication, marketing and customer service sectors. In the field of marketing, data mining techniques enable businesses to understand hidden patterns in their past history. Thus, it is possible to plan and realize new marketing campaigns in a fast and cost-effective manner, develop product and promotion activities for specific customer segments, price determination, customer preferences and product positioning, effect on sales, customer satisfaction, point-of-sale data analysis, supply and store placement optimizations as well as profits. This study is a review of literature to emphasize the importance of data mining and to identify applications related to data mining in digital marketing and customer relationship management. This work will enable data mining techniques to be used effectively and efficiently by businesses and to enable more ARGE activities in this regard.