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With increasing competition and more demanding members, clubs need a tool to help them belter attract and retain members and predict their behavior. Data mining is such a tool. This article presents an overview of how data warehousing, data marting, and data mining can provide the foundation on which clubs can build strategies to outsmart competitors, build Ioyalty identify new members, and lower costs.
Kasavana, Michael L. and Knutson, Bonnie J.
"Re-engineering Technology: Date Mining for Clubs,"
Hospitality Review: Vol. 18
, Article 2.
Available at: http://digitalcommons.fiu.edu/hospitalityreview/vol18/iss1/2