Faculty of Business Administration and Economics
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Universität Bielefeld > Faculty of Business Administration and Economics > Marketing > Research > Research Projects

Special Research Topics

Data and Web Mining in Marketing

Large amounts of data are only valuable for operational decision support if one succeeds to uncover the inherent non trivial and potentially useful information. Therefore, the main focus of data mining is to identify interesting patterns in large data sets with an acceptable expenditure of time and money. Current discussions about the prospects and limits of data mining show the necessity of a continuous further development of the corresponding tools regarding their beneficial application in marketing practice. A main focus of our research activities has been on machine learning, by putting special emphasis on artificial neural networks.