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The traditional analysis method is the Theory of Forgotten Effects (TFE), which is considered in this work. The new approach proposed in this article is to use Data Mining Algorithms (DMA) like Association Rules (AR) to discover causal relationships. This study analyzed 5,000 users\u2019 comments and opinions about a Chilean foods industry company. The results show that the DMA used in this work obtains the same values as the TFE. Consequently, DMA can be used to identify non-obvious comments about products and services.<\/jats:p>","DOI":"10.3233\/jifs-189185","type":"journal-article","created":{"date-parts":[[2020,10,6]],"date-time":"2020-10-06T13:10:25Z","timestamp":1601989825000},"page":"1783-1794","source":"Crossref","is-referenced-by-count":1,"title":["Applying data mining on customer relationship management system to discover forgotten effects"],"prefix":"10.1177","volume":"40","author":[{"given":"Ang\u00e9lica","family":"Urrutia","sequence":"first","affiliation":[{"name":"Facultad de Ciencias de la Ingenier\u00eda, Universidad Cat\u00f3lica del Maule, Talca, Chile"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Fabiola","family":"Rojo","sequence":"additional","affiliation":[{"name":"Facultad de Ciencias de la Ingenier\u00eda, Universidad Cat\u00f3lica del Maule, Talca, Chile"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Dra. 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