Abstract : Data mining is essential this helps brands to stay in the running and make profitable business; a strong data mining process ensures a smooth path of an organisation in achieving several competitive advantages. This process is nothing but assessment of larger or big data with the assistances of suitable technique or software. Professionals use their skills and expertise to gather pattern from the large data in to anticipate the purchase behaviour of the customers. As consequences this impacts the effectiveness of the organisation and helps the forms to implicate suitable marketing strategy to gain the attention of the customers. It is also true that there are some challenges in the entire process and needs to handle with expertise and skills. The issues can be mitigated by focussing on the infrastructure of the organisation in terms of skills of the employees and the strength of the organisation. This helps the companies to effectively carry out all the processes related to the data mining and achieve competitive edges.

Keyword : Big data, brands, business, Data mining.