Exploring models and formalizing knowledge to identify potential customers

One increasing concern of companies is how to deal with knowledge. From data, to information and to knowledge, information technology is opening the opportunity to structure and disseminate knowledge that was hardly available. Going from knowledge from an expert or from a group to knowledge hidden in databases, there were few ways to make it available to the company. As the power and accessibility of information technology increase, the modeling of knowledge from data stored in databases of a company, becomes a possibility. Techniques like neural networks or regression and classification trees are proposing interesting solutions to create predictive and explaining models in marketing