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Adding value. Incremental revenue is delivered through providing  better-  quality prod-

ucts and services to an organisation’s customers. Information can be used to better 

understand customer characteristics and needs and their level of satisfaction with ser-

vices. Information is also used to sense and respond to markets. Information about trends 

in demands, competitor products and activities must be monitored so that organisations 

can develop strategies to compete in the marketplace. For example, all organisations will 

use databases to store personal characteristics of customers and details of their transac-

tion history, which shows when they have purchased different products, responded to 

marketing campaigns or used different online services. Analysis of these databases using 

data mining can then be used to understand customer preferences and market products 

that better meet their needs. Companies can use