Retailers say data mining is about service, not spying

Scouring data captured through loyalty card programs helps retailers maintain their supply chains and offer shoppers tailored marketing campaigns, according to retailers who use the technology. "Ordinarily, when you send out 100 coupons, only 2 percent are redeemed. ... But data mining can help improve the odds by predicting which shoppers may be receptive," said one marketing professor.

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Orlando Sentinel (Fla.) (tiered subscription model)

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