A donut chain started in the $1950$s is seeing a decrease in sales across the country. While most stores have seen sales decreases, some stores have actually seen large increases. As part of a plan to revitalize the company, sales data for all items are organized in a data warehouse along with data tables for population density, demographic statistics, and proximity of competitors near each store. The company's marketing analytics program sorts through all this data to find patterns and relationships that could uncover what contributes to store success. This is an example of what aspect of the marketing analytics process?

Data relationship management

Data collection

Data structuring

Data organizing

Data mining