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| Author: | Danna, A. Gandy, O. H. Jr. |
| Title: | All That Glitters is Not Gold: Digging Beneath the Surface of Data Mining |
| Journal: | Journal of Business Ethics
2002 : NOV, VOL. 40:4, p. 373-386 |
| Index terms: | CUSTOMER RELATIONS DISCRIMINATION PRICE DISCRIMINATION PRIVACY |
| Language: | eng |
| Abstract: | This article develops a more comprehensive understanding of data mining by examining the application of this technology in the marketplace. In addition to exploring the technological issues that arise from the use of these applications, the authors address some of the social concerns that are too often ignored. As more firms shift more of their business activities to the Web, increasingly more information about consumers and potential customers is being captured in Web server logs. Sophisticated analytic and data mining software tools enable firms to use the data contained in these logs to develop and implement a complex relationship management strategy. |
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