Pearson is the only Mexican research agency with a data mining area. Data mining refers to the statistical process that converts databases into strategic information. Large amounts of data (pre-existing databases) are explored in order to reveal patterns, relationships and anomalies. Mining produces models of these patterns that explain, as well as predict behavior. Data mining answers questions no previous analysis or market research could unearth. It has been used in three areas: strategy and marketing, credit and fraud analysis and improvements in productive processes. In strategy and marketing, mining relies on client or distributor databases to work with clients on a one-on-one basis. Thanks to data mining we can answer critical questions such as: What clients will we lose and how can we preserve them? Preferences and vulnerability analysis. Who are the most profitable clients? How can I focus my client portfolio on them? Segment clients one-by-one, with variables such as profitability or consumption patterns. Detailed segmentation provides an opportunity to discriminate clients with promotions, prices and services. How can my promotional spending be more efficient? Data mining helps you to select prospects during promotions in order to improve the response rate and efficiency of a campaign. Through data mining, Pearson offers exhaustive analysis with the following advantages: We have highly - trained human resources (statistical experts, as well as business administration experts). We use the most powerful software (SAS). We provide independent analysis.