Transformative Role of Data Mining in Digital Marketing

Marketing in Today's world has undergone a metamorphosis change. Marketing today is very different compared to the marketing of the past. Digital marketing synonymously known as internet marketing or e marketing is picking up its pace replacing the traditional marketing. The advent of technology and internet has opened the gateway of tremendous opportunities for businesses in digital marketing. The ways and methods in which data was handled have also undergone a tremendous change. Data repositories such as databases, data marts, data warehouses store the data of customers/consumers/shopping patterns/duration of shopping etc all over the world. Data Mining plays a key role in digital marketing decisions as it converts the data into information and the same is analysed to draw interpretations and conclusions about the product. Data mining tools sifts through volumes and varieties of data to generate market research reports and patterns. In this backdrop, an attempt is made in this paper to understand the importance and role of data mining in terms of digital marketing and to identify the different tools and techniques available for mining the data.