USE OF DATA MINING FOR MARKETING PURPOSES IN LARGE AND MIDDLE-SIZED BUSINESSES IN SLOVAKIA

The goal of this paper is to examine the using of data mining techniques for marketing purposes in large and middle-sized companies in Slovakia. At the beginning of the paper, insights into data mining is provided, followed by brief description of primary research conducted in middle-sized and large companies. Research results showed that the main advantages of using data mining are tailor offerings to specific customer, determining customer needs, better customer relationship management, more effective marketing campaigns, whereas the biggest challenges are preparation of data, maintaining the database, security issues, high investments.