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Business Understanding Data Understanding Data Preparation Modeling Evaluation Deployment Determine Business Objectives Assess Situation Collect Initial Data Describe Data Select Data Select Modeling Technique Generate Test Design Evaluate Results Plan Deployment Plan Monitoring & Maintenance Clean Data Review Process Determine Data Mining Goals Produce Project Plan Explore Data Construct Data Build Model Determine Next Steps Produce Final Report Verify Data Quality Integrate Data Assess Model Review Project Format Data 2 .
Data Mining Process: SEMMA Sample (Generate a representative sample of the data) Assess (Evaluate the accuracy and usefulness of the models) Explore (Visualization and basic description of the data) SEMMA Model (Use variety of statistical and machine learning models ) Modify (Select variables. transform variable representations) .
4.Common Data Mining Blunders 1. 3. selection and preparation Looking only at aggregated results and not at individual records/predictions Being sloppy about keeping track of the data mining procedure and results . 5. Selecting the wrong problem for data mining Ignoring what your sponsor thinks data mining is and what it really can/cannot do Not leaving sufficient time for data acquisition. 2.
7. without thinking about the next stage Naively believing everything you are told about the data Naively believing everything you are told about your own data mining analysis Measuring your results differently from the way your sponsor measures them . 8. 10. Ignoring suspicious (good or bad) findings and quickly moving on Running mining algorithms repeatedly and blindly.Common Data Mining Mistakes 6. 9.
time-consuming. expensive • The On-Demand Alternative – On-demand computing = Utility computing – SaaS (Software as a service) – Allows SMEs to utilize affordable BI – On-demand function alternatives • Internally sharing licenses within a firm • Sharing licenses with many firms via an ASP .On-Demand BI • The limitations of Traditional BI – Complex.
Benefits of On-Demand BI • Ability to handle fluctuating demand – Flexible use of the BI technology pool • Reduced investment/cost – Hardware (servers and peripherals) – Software (more features for less) – Maintenance (centralized timely updates) • Embodiment of recognized best practices • Better flexibility and connectivity with other systems via SaaS infrastructure • Better RIO .
P perspective) S Problem formulation expansion Integration of moral intensity components Problem definition Conversation S S S S = Stakeholder .Issues of Legality.P perspective) Stakeholder expansion S Typical problem formulation (T. Privacy and Ethics in BI A Model of Ethical Problem Formulation “Unfolding” to control expansion S Typical problem formulation (T.O.O.
0 • The ability to tap into the collective intelligence of users.0 Revolution Characteristics of the Web 2. • This allows for rapid and continuous creation of new business models. • There is a major emphasis on social networks and computing. The more users contribute. and freedom (net neutrality)” . Web 2. • Data is made available in new or never-intended ways. • Lightweight programming techniques and tools let nearly anyone act as a Web site developer. • Users can access and manage applications entirely through a browser.0 data can be remixed or “mashed up”. • Information sharing and collaboration is greatly supported. using the Web as an application development platform. • The virtual elimination of software-upgrade cycles makes everything a perpetual beta or work-in-progress and allows rapid prototyping. • An architecture of participation and digital democracy encourages users to add value to the application as they use it. scalability. “dynamic content.The Web 2. • Web 2. rich user experience. metadata. the better.0 relies on user-generated and user-controlled content and data (enhanced collaboration). open source.
dedicated user base – Impression management / creativity enhancement – Time compression – Easy data integration from real life using RSS feeds – Encourages active participation and experiential learning • Disadvantages: – – – – – – – – Learning time and training costs Distractions are numerous Pranksters and spam are common Technology problems persist Chat is a very slow communication tool Resistance to use Addiction Participation in most of these virtual environments requires downloading of a "plug-in" .• Advantages: Second Life as a DSS – Easy access and low cost – Experienced and dedicated designer/builders – Tools and venues for communications-driven decision support (DecisionSupportWorld.com) – A large.
– Tying BI to decisions and outcomes that can be measured will enable organizations to better demonstrate the business value of BI. relevance. and decision context can substantially enrich both the decision process and the content that contributes to the decisions. – Ad hoc tagging regarding value. .Social Networks and BI: Collaborative Decision Making • Collaborative decision making (CDM) – combines social software and BI – CDM is a category of decision-support system for nonroutine. credibility. complex decisions that require iterative human interactions.
– Tying BI to decisions and outcomes that can be measured will enable organizations to better demonstrate the business value of BI. complex decisions that require iterative human interactions. and decision context can substantially enrich both the decision process and the content that contributes to the decisions.Social Networks and BI: Collaborative Decision Making • Collaborative decision making (CDM) – combines social software and BI – CDM is a category of decision-support system for nonroutine. credibility. relevance. – Ad hoc tagging regarding value. .
How CDM Works .
methodologies.Business Performance Management (BPM) Overview • Business Performance Management (BPM) is… A real-time system that alert managers to potential opportunities. metrics and applications to derive the overall financial and operational performance of an enterprise It helps enterprises translate their strategies and objectives into plans. strategic enterprise management (SEM by SAP) It is a integrated set of processes. corporate performance management (CPM by Gartner Group). enterprise performance management (EPM by Oracle). Also called. and then empowers them to react through models and collaboration. and threats. impending problems. monitor performance against these plan Analyze variation between actual results and planned results using key performance indicators KPIs and adjust their objectives and actions in response to the analysis • • • • .
and forecasting Financial consolidation Profitability modeling and optimization Financial. planning. 4. 3. 2. statutory. Strategy management Budgeting. and management reporting .BPM Architecture and Applications • BPM applications 1. 5.
. – BI has evolved so that many of the original differences between the two no longer exist (e. BI used to be focused on departmental rather than enterprise-wide projects).BPM versus BI • BPM is an outgrowth of BI and incorporates many of its technologies. – BI is a crucial element of BPM. and techniques. – The same companies market and sell them.g. • BPM = BI + Planning (a unified solution) . applications.
Each with its own process steps… . Plan 3. Act/adjust 1. Monitor/analyze 4.A Closed-loop Process to Optimize Business Performance • Process Steps Strategize 2.
g. user queries. etc.Web Mining Categories • Web Content Mining Discovering useful contents/data/documents. user profiles. 18 . mouse clicks and scrolls. information from web • Web Structure Mining Discovering the model underlying link structures (topology) on the Web. discovering authorities and hubs • Web Usage Mining Make sense of data generated by surfers Usage data from logs. bookmarks. cookies. user sessions. E.
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