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Web sites are a major source of data for companies and the value of this asset is often determined by the ability to sift through it. In business environments, data mining is used to exploit trends or facts from large volumes of data that will assist companies in making strategic decisions to accelerate progress or gain an advantage. Successful data mining can be accomplished with a tool or application that gives people immediate, hands-on access to the data in a reporting format that will assist them in identifying trends or action steps, along with the ability to integrate that data with other business applications. Data mining in marketing automation, CRM or SFA applications can contribute significantly to the bottom line by helping to identify the best prospects for certain activities and to customize communications.
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