The purpose of data mining in analytics is to discover patterns and extract valuable insights from large sets of data. This process involves analyzing data to find correlations, trends, and anomalies, which can inform decision-making and strategy. Data mining utilizes various techniques, including clustering, classification, and regression analysis, to uncover hidden relationships within the data. In business, data mining helps organizations enhance marketing efforts, improve customer experience, and identify new opportunities. Consequently, it plays a vital role in shaping data-driven strategies across multiple sectors.