After reviewing the video and reading Data Mining: A Competitive Weapon for Banking and Retail Industries; I learned that when marketing research was born – sort of. Since the mid 1890’s marketing research has come a long way; I learned how the company, Burke utilizing a rigid process to collect data for many different consumer research studies (Burke Video, n.d.). They involve web interviews, telephone calls, internet, and meeting with the clients face-to-face. The company redesigned their process and developed a plan to include customer ideas to develop ways to reach customers utilizing a revised type of analytical strategy involving time, frequency, or occasion in one overall process a digital dashboard. This process is similar to data mining; both methods allow the researches to perform steps to obtain a sample size that will allow them to obtain the data needed to make a critical decision. The key is to make a very clear research process that will address the problem so everyone can follow until the next change to make the company valuable to consumers (Burke Video, n.d.). Hormazi, and Giles (2004) states that the main idea of utilizing data mining is to extract the most important data from the existing data and enable better decision making (p. 63). This is a critical step that is noticed in the Burke video as each participant is discussing how the company changed their data collecting method to create the digital dashboard. During the process of the Burke’s method and the Data Mining; both requires the collector to visualize the data so that there is a complete understanding of the data. Doing so helps spot something missed later on; overall, data mining is a process that utilizes clusters and segmentation to group the data. Utilizing the data mining method allows the collector to link or apply connectors and the predictive model approach to apply