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A data warehouse is a set of databases designed to... support decision making in an organization, addressing the concerns of a specific problem (like increasing customer retention, improving product quality) or business unit (marketing, engineering), online analytical processing tools (OLAP) and business performance management tools (dashboard tools), the automated search for non-obvious patterns in large databases, Examples of patterns of interest from data mining, associations (one event is correlated to another event), sequences (one event leads to another event), classification/ clustering (categories are generated from data), and forecasting (data trends used to forecast future events), Three examples of Business analytics data mining, customer segmentation (who are the most valuable customers to a firm), marketing and promotion targeting (identifying which customers respond to each offer), market basket analysis (which products customers buy together an how an organization can use this information to cross-sell more), analysts do not create the model before running analysis, aka fishing; hypotheses created after analysis as explanation for results, cluster analysis, cluster creation for collaborative filtering, model developed before analysis; statistical techniques used to estimate parameters. 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