Data mining is the process of analyzing data from different perspectives and summarizing it into useful business information. Voter files, demographic and consumer data, along with survey research and technology, help organizations gain a deeper understanding of a given situation. A “data warehouse” can include such information as name, address, birth date, political party among other basic fields. It can then be enhanced with census, commercial and other public data to provide a deeper “mine” from which to draw. Using this method, organizations can go well beyond traditional polling and surveys to look at trends, patterns and real explanations of why things occur. This ability can give the organization tremendous influence.

• Real world uses of this information for PAR might include:
• Targeting specific voters or members to enhance PAR’s grassroots political efforts
• Focused polling on REALTOR® specific issues
• Supporting REALTOR® association’s efforts on local issues
• Providing data to legislators that support our positions on issues
• Selling consulting services to non-REALTOR® entities
• A more cost-effective approach to public relations and image campaigns
• Providing specific data to enhance individual member’s marketing efforts

In January, 2008, PAR President Bob Hay created a task force to investigate data mining and to determine if it holds value for PAR and its members. This task force will meet regularly over the next several months to research data mining approaches and companies that deliver them. One of the task force’s charges is to determine if data mining provides any value to PAR. The progress of the task force will be reported on the PAR website and concrete information and recommendations will be shared with the Board of Directors at the June PAR Business Meetings.