The rise of data mining marks a significant evolution in the business world, offering a transformative approach to how companies leverage information for strategic advantage. As we navigate through an age where the amount of data is growing at an unprecedented rate, the ability to efficiently mine and interpret this data stands as a crucial determinant of business success.
To gain a deeper understanding of this growing and influential field, we spoke with Will Wei Sun, PhD, associate professor of management at Purdue University.
“Data mining is the process of discovering patterns in large data sets involving methods at the intersection of machine learning, statistics and database systems,” says Sun. “Its principal objective is to transform raw data into actionable information, enabling informed decision making, process optimization and a competitive edge across various domains.”
Data mining uses diverse techniques and algorithms to derive valuable insights from both structured and unstructured data. This ability to decode complex data sets is central to the practice of business analytics, playing a critical role in discerning market trends, consumer behaviors and operational efficiencies.
Data mining has many applications, and it has emerged as an integral component of business analytics. It employs various techniques such as unsupervised learning, supervised learning and reinforcement learning to extract valuable insights from data. This process plays a vital role in guiding businesses to make informed, data-driven decisions.
The applications of data mining in business are diverse and impactful. These applications include:
Web traffic forecasting. In the realm of digital marketing and online business operations, data mining is crucial for predicting future website traffic. By analyzing historical web traffic data using various data mining methods, businesses can make strategic decisions about content creation, resource allocation, infrastructure scaling and marketing strategies.
Sun provides an example of this from his time working on the advertising science team at Yahoo Labs.
“I used data mining tools to forecast web traffic for various Yahoo webpages, including Yahoo homepage, Yahoo Finance and Yahoo Sports. These forecasting results provided guidance for advertisement allocation.”
Market segmentation. Data mining is also pivotal in the process of market segmentation, where a broad market is divided into smaller, more defined segments based on shared characteristics or behaviors.
“Employing techniques such as cluster analysis — an example of unsupervised learning — assists businesses in identifying and comprehending the unique segments within their target audience. This segmentation informs marketing strategies, product development and customer targeting,” Sun says.
Personalized recommendations. One of the most user-centric applications of data mining is in providing personalized recommendations. This involves using data mining techniques to offer tailored content, products and/or services to users based on their past behavior, preferences and characteristics. Such personalization enhances user engagement, satisfaction and conversion rates.
“Reinforcement learning, for example, is employed in online advertising to personalize ad recommendations for individual users in real time,” Sun says. “Streaming platforms like YouTube use reinforcement learning to suggest content to users in real time.”
Through these applications, data mining proves to be a powerful tool, enabling businesses not only to interpret vast amounts of data but also to act upon these insights in a way that drives growth, innovation and customer-centric approaches.
Data mining and big data, while distinct, are closely linked. Sun explains that data mining involves the exploration of data to uncover patterns and relationships in order to gain valuable insights. Big data, on the other hand, refers to enormous volumes of data that surpass the capabilities of conventional data processing systems. It is typically characterized by high velocity along with a large degree of variety and complexity.
“Big data serves as the foundational material for data mining,” Sun says. “The vast amount of data it provides offers the perfect ground for data mining to flourish. Big data technologies like distributed computing frameworks such as Hadoop and Spark are commonly employed for storing and processing extensive datasets, enabling the feasibility of data mining on big data.”
The field has seen remarkable growth, with the big data analytics market reaching a significant valuation. Based on information from Fortune Business Insights, the global market for big data analytics was valued at USD $271.83 billion in 2022. It is expected to increase from USD $307.52 billion in 2023 to an estimated USD $745.15 billion by the year 2030.
Sun attributes this expansion to several factors, including the diversification of data sources.
“In my research on neuroimaging data analysis, there’s been an exponential rise in data generation, with advanced techniques like fMRI, DTI and high-resolution structural MRI producing hundreds of detailed images per scan,” he says. “Similarly, large-scale studies like the Human Connectome Project and UK Biobank have compiled massive datasets from thousands of individuals.”
Additionally, the declining cost of storage has made it more economical for organizations to store and retain vast amounts of data for extended periods. For example, cloud service providers now offer companies cost-effective storage solutions with scalable options. This allows organizations to gather, store, analyze and extract valuable information and make data-driven decisions.
Sun clarifies that both business analysts and data analysts work with data to inform decision-making, but that the roles are distinct and complementary. While business analysts focus on the broader business objectives, data analysts provide the necessary data insights that help align decisions with broader company goals.
Data analysts might be involved in exploratory data analysis, preprocessing and modeling for prediction and decision support.
“Business analysts may seek data analysts’ insights, while data analysts cooperate with business analysts to align data analysis with broader goals, bridging the gap between business needs and data solutions,” Sun says.
Data mining is also something that affects daily life. Meteorology is one example.
“Accurate hurricane track and intensity forecasts depend on a combination of data mining, meteorological modeling and observational data,” says Sun. “Data mining plays a crucial role in processing and analyzing historical hurricane data to enhance the precision of hurricane forecasts.”
Data mining has also transformed the media industry, notably in video summarization, where it enables the creation of concise and coherent summaries from lengthy video content. This application is used for tasks such as content retrieval and enhancing user browsing experiences.
In the financial sector, data mining plays a crucial role, especially in stock price forecasting. “Data mining techniques analyze historical stock price and market data to predict future price movements,” Sun says.
This approach is invaluable for investors and financial institutions, providing essential insights that guide informed investment strategies.
Privacy concerns in data mining stem from the potential exposure, misuse or compromise of sensitive personal information. Some of these concerns stem from criminal activity that leverages data to exploit individuals and organizations.
Inference attacks, where attackers deduce private information from benign data, are an example of this. Data breaches are another common example in which confidential, sensitive or protected information is accessed, disclosed or used without authorization.
In areas heavily reliant on personalized data, such as recommender systems and online advertising, the extensive use of user-specific data raises significant privacy protection concerns. This concern is widespread, with 86% of consumers expressing growing apprehension about data privacy in a recent KPMG survey.
Additionally, there are ethical considerations around data mining that encompass issues of fairness, discrimination and transparency.
“Data-mining algorithms, if not properly designed and monitored, can make biased decisions when sensitive variables like gender or ethnicity are involved, resulting in unfair outcomes and discrimination,” Sun says.
This is particularly evident in situations such as dynamic pricing, where biased algorithms can perpetuate existing disparities. The need for fairness-aware data mining techniques is emphasized to promote equity and prevent legal and reputational damage.
Data mining provides the means to understand and use data for business growth and efficiency. The future of business analytics is intricately tied to the advancements and applications of data mining, signaling a landscape ripe with potential and opportunities.
If you’re intrigued by the intersection of data, business and strategic decision making, earning a Purdue Online MBA with a specialization in business analytics may help you enter or advance in this fascinating field. Learn more about the Purdue Online MBA or request information today.
If you would like to receive more information about pursuing a business master’s at the Mitchell E. Daniels, Jr. School of Business, please fill out the form and a program specialist will be in touch!
