During the last several years, data mining techniques have been used by companies to understand the demographics of their customers and to provide them with personalized interactions. There are various data mining techniques that have been deployed in order to identify hidden trends and new opportunities within the data. These various data mining techniques have been embedded into software applications that process complex algorithms in order to provide meaningful information. While end-user data mining applications are available, they have not been extensively deployed throughout organizations because they are often not understood. One way to understand the capabilities of data mining is to compare it to other business intelligence (BI) technologies.
With an ad hoc query application, users have the ability to access information on demand. What they ask for is what they will get. For example, a user creates and executes an ad hoc query that answers the question, "How much revenue was generated by each customer during this year?" The results from the query would contain customer name and revenue for the year selected. Figure 1 is a representation of the result set produced by the ad hoc query.
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