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Data Mining and Data Visualization: SOM 485 Fall 2007
Data Mining and Data Visualization: SOM 485 Fall 2007
and
Data Visualization
SOM 485
Fall 2007
Getting Started
What is Data Mining?
Online Analytical Processing
Data Mining Techniques
Market Basket Analysis
Limitations and Challenges to Data Mining
Data Visualization
Siftware Technologies
What is Data Mining (DM)?
Group of activities used to find different patterns
in data
Information provided through a Data Warehouse
Provides valuable information for different types
of research.
Applications of DM
Customer Relationship Activities of CRM
Management (CRM) One-to-One Marketing
software is an Sales Force Automation
application that can Sales Campaign
benefit DM Management
Marketing Encyclopedia
Call Center Automation
Verification of DM
Requires a lot of prior knowledge on the
decision maker’s part
Used mainly in casinos
i.e. Can determine if a new customer is a high roller, a souvenir
buyer, a ticket purchaser, etc.
• Support
• Confidence
• Lift
•Method
Frozen 2 1 2 0 0
Pizza
Milk 1 3 1 1 1
Cola 2 1 3 0 1
Potato 0 1 0 1 0
Chips
Pretzels 0 1 1 0 2
Market Basket Analysis
Requires:
1. Data input
2. Data storage, retrieval, and query
3. Data transformation, analysis, and modeling
4. Data reporting
IBM Visualizer
Red Brick
Informix
Three-tier model
Tier 1: “Client” presentation layer
Three-dimensional Visualization
Data Visualization
Siftware Technologies