Knowledge discovery process refers to results of research, techniques and tools used to extract useful information from large databases. Popular literature has used terms like data mining, web mining, knowledge discovery and use of algorithm to explain the process of filtering information out of a database which augments meaningful decision making for the user. This process can be done both at organization as well as individual consumer end. This complete process of extracting meaningful information is known as Knowledge Discovery in Database (KDD) (Piatesky and Frawley, 1991; and Fayyad et al., 1996).
The convention of discussion on knowledge discovery process has always been from an enterprise point of view. It looks at how companies can use databases for making meaningful decisions. But as observed, due to the advent of Internet and search engines, more and more customers are using information search tools and making informed choices. The information asymmetry is a story of past now and consumers are empowered to make informed choices. Search engines have the ability to store, analyze and present users with information to make prudent decisions. This is also another emerging area of User Knowledge Discovery Process (UKDP). Today buyers use various search engines like Google, Yahoo and arrive at a quicker decision making about products and services. This paper analyzes various knowledge discovery tools and processes from user’s perspective and explains how it has created an opportunity for newer knowledge based marketing opportunity through Search Engine Marketing (SEM) strategies.
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