Trend analysis

Trends are patterns that persist over a period of time. Trends could be short-term trends like the immediate increase and subsequent slow decrease of sales following a sales campaign. Or, trends could be long-term, like the slow flattening of sales of a product over a few years. Data mining tools, such as visualization, help us detect trends, sometimes very subtle and hidden in the database, which would have been missed using traditional analysis tools like scatter plots. In marketing decisions, trends can be used for evaluating marketing programs or to forecast future sales.

4.3.1. Forecast future sales

A forecast future sale is one of the popular uses of trend analysis. Marketers are interested in knowing how various marketing programs affect future sales of their products. Data mining allows discovery of subtle relationships like a peak in sales of a product associated with a change in the profile of a particular group of customers.

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