Article Category: Research article
Pubblicato online: 03 dic 2020
Pagine: 127 - 146
Ricevuto: 27 apr 2020
Accettato: 07 lug 2020
DOI: https://doi.org/10.2478/bsrj-2020-0031
Parole chiave
© 2020 Amir Topalović et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Background
From the last decade, data mining techniques, employed in particular in customer relationship management, have assumed a key role in the profitability and operations of companies. To support small and medium companies (SMEs), several innovative and continuously improving tools have been developed that allow SMEs to utilize the internal and external data sources to increase their competitiveness.
Objectives
In this paper, an analysis of the impact of digitalization, and in particular data mining techniques, in the context of SMEs development is presented.
Methods/Approach
A review of various sources has been conducted, with the focus on open source tools, since in the context of the Italian economy they are used by SMEs the most.
Results
First, the analysis presents a brief review of the data mining techniques available and shows how they are practically employed in small companies. Second, an economical review of investments in data mining projects in Italy is presented.
Conclusions
The review indicates that data mining techniques can boost a company in the market. However, the awareness of data mining as a company asset is still not strong in Italian SMEs and most investments in Italy are still carried out by large companies.