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Web of Proceedings - Francis Academic Press

Research on Comprehensive Evaluation of Enterprise Marketing Ability Based on Data Mining

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DOI: 10.25236/edbm.2020.038


Kui Yang

Corresponding Author

Kui Yang


Big data mining technology is to analyze data, predict the future, and discern cause and effect. Its ultimate goal is to realize accurate decision-making through data driving. With the vigorous development of knowledge economy and network economy, the scale of production, operation and sales of enterprises has expanded dramatically, accompanied by a sharp increase in the amount of data in related fields. Data mining is a process of extracting and displaying new knowledge. Using data mining in marketing is an inevitable requirement for marketing development at this stage. It helps enterprises to improve marketing efficiency and reduce marketing costs. The strength of marketing ability determines the quality of business results and is the key to the survival and development of enterprises. Therefore, it is necessary to accurately analyze and master the marketing ability of enterprises. This paper analyzes the role of data mining in marketing, introduces the process of data mining to collect information and the inspiration to China's commercial sales, and puts forward a comprehensive evaluation system of enterprise marketing ability.


Data mining, Marketing, Comprehensive evaluation