Data Mining Skills for Marketing Education.

Accessible data mining skills have often been excluded from traditional marketing education programs, although this is beginning to change as more business programs begin to include analytics as an elective or even a core part of the curriculum. Given the increasing volume of data that is becoming available, and the need to establish more personalized relationships with customers, it is important that all marketing students be taught how to use a fundamental set of data mining skills. This article briefly describes three categories of data mining skills that should be covered in every marketing program's curriculum. These include skills that allow graduates to discover data, learn from the past, and segment datasets. [ABSTRACT FROM AUTHOR]