The subject of the research is the approach to the possibility of applying data mining methods in the framework of business analytics in order to optimize the adoption of management decisions by the company.The purpose of writing this article is to study of data mining methods features use of primary data, which act as a valuable resource of the company, which can be used to ensure competitive- ness in a particular market. Methodology. The research methodology is system- structural and comparative analyzes (to study the approaches of data mining data for the complex analysis of first data); monograph (studying the preconditions for the growth of data mining companies’ use in the process of data research); eco- nomic analysis (when assessing the feasibility of using machine learning methods to ensure the goals of business intelligence). The scientific novelty consists the peculiarities of data mining application as one of the directions of business analyt- ics are determined, which makes it possible to determine implicit relationships between known factor and result characteristics on the basis of primary data. The main directions of data manipulation are revealed: classification and forecasting, as well as correlation-regression analysis. The importance of using the basic meth- ods of statistical analysis in the process of studying primary data is proved. The specifics of the use of neural networks as one of the most important methods of machine learning are given. Conclusions. The use of data mining allows companies to increase the efficiency of the use of available data and optimize development strategies accordingly. The presence of a large number of machine learning meth- ods and statistical approaches expands the possibilities of comprehensive data analysis. Innovative technologies and specialized programming languages play an important role in this case.