data mining techniques for marketing sales

... and how to look at data Trang 20Looking at Discrete Values Much of the data used in data mining is discrete by nature, rather than contin­ uous Discrete data shows up in the form of products, ... This can be useful for several data mining techniques, such as clustering and neural net­ works Other uses of the z-value are covered in Chapter 17, which discusses data transformations -2 -1 0 ... the data collected by scientists, most of which took the form of continuous measurements In data mining, we encounter continuous data less often, because there is a wealth of descriptive data

Ngày tải lên: 14/08/2014, 11:21

... quantities of real data to use for training sets Consequently, they spent much time and effort trying to coax the last few drops of information from their impoverished datasets—a problem that data miners ... Trees as a Data Exploration Tool During the data exploration phase of a data mining project, decision trees are a useful tool for picking the variables that are likely to be important for predict­ ... same Gini score, the score for the split is the same as for either of the two nodes Trang 4Entropy Reduction or Information Gain Information gain uses a clever idea for defining purity If a leaf

Ngày tải lên: 14/08/2014, 11:21

... Automatic cluster detection is an undirected data mining technique that can be used to learn about the structure of complex databases By breaking com­ plex datasets into simpler clusters, automatic ... cus­ tomer databases often contain data on millions of customers and former customers Much of the statistical background of survival analysis is focused on extracting every last bit of information ... focused on extracting every last bit of information out of a few hundred data points In data mining applications, the volumes of data are so large that statistical con­ cerns about confidence and accuracy

Ngày tải lên: 14/08/2014, 11:21

... using data mining on its own to understand customer behavior In some jurisdictions, it may be illegal to use information collected for operational purposes for another purpose such as marketing ... corporate databases One solution is to augment databases with purchased information Of course, such appended data elements are never available for every customer, and, although such appended data ... this information When there are tens of thousands of customers, it is also possible to use data mining directly to find patterns that distinguish good customers from bad, and for determining

Ngày tải lên: 21/06/2014, 21:20

... The Data Mining Group The data mining group is specifically responsible for building models and using data to learn about customers—as opposed to leading marketing efforts, Trang 7Outsourcing Data ... Data Mining Companies have varying reasons for considering outsourcing data mining For some, data mining is only an occasional need and so not worth investing in an internal group For others, data ... we prefer to see data mining centered in the business units What to Look for in Data Mining Staff The best data mining groups are often eclectic mixes of people Because data mining has not existed

Ngày tải lên: 21/06/2014, 21:20

... and Data Warehouse 10 5.Commercial Data Warehouse Tools 11 6.FromData Warehousing to Data Mining 11 6.1 Data Mining Techniques 12 6.2 Research Issues in Data Mining 14 6.3 Applications of Data Mining ... analyze the data, summarize it and predict future trends Data warehousing and data mining provide techniques for collecting information from distributed databases and then performing data analysis ... subjects and is therefore limited in size For example, there can be a data mart for sales information another data mart for inventory information Trang 176 Anoop Singhal 3 DATA WAREHOUSE ARCHITECTURE

Ngày tải lên: 23/10/2019, 15:33

... and Data Warehouse 10 5.Commercial Data Warehouse Tools 11 6.FromData Warehousing to Data Mining 11 6.1 Data Mining Techniques 12 6.2 Research Issues in Data Mining 14 6.3 Applications of Data Mining ... analyze the data, summarize it and predict future trends Data warehousing and data mining provide techniques for collecting information from distributed databases and then performing data analysis ... subjects and is therefore limited in size For example, there can be a data mart for sales information another data mart for inventory information Trang 176 Anoop Singhal 3 DATA WAREHOUSE ARCHITECTURE

Ngày tải lên: 05/11/2019, 14:18

... Lecturer in Marketing at the University of Glasgow, Glasgow, UK Mark M.H Goode Lecturer in Marketing and Market Research, at Cardiff University, Cardiff, UK Luiz Moutinho Foundation Chair of Marketing ... expectations LI The CSI’s are useful for large companies and industries m But: not useful for one product line within a company or grouping of specific stores = no information which the management ... Development of universally valid instrument for the measurement of customer satisfaction [] performance only approach is more satisfactory method for measuring customer satisfaction LI Customer

Ngày tải lên: 22/12/2013, 02:17

... Process of Data WarehousingThis chapter presents a basic methodology for developing a data warehouse.The ideas presented generally apply equally to a data warehouse or a data mart.Therefore, when ... detail is given for these techniques A separate chapter (see Chapter 8, “Data Warehouse Modeling Techniques” on page 81) is provided forthose requiring detailed knowledge of the techniques outlined ... cost? 8 Which sales outlets had no sales recorded last month for each of the models in each of the three top five lists? 9 Which sales persons had no sales recorded last month for each of themodels

Ngày tải lên: 14/08/2014, 06:22

... correctly transform the data for mining purposes The second type of data cleaning (see 7.5.3, “Cleaning the Data” on page 72),data enhancement, is risky when preparing data for mining It is certainlyimportant ... searching for patterns hidden in the unknown depths of the data.There are, in general, four steps in the process of making data available formining: data scoping, data selection, data cleaning, and data ... Transforming the Data Data transformation is a critical step in any data warehouse development effort.Two major decisions must be made at this point: how to capture the source data,and a method for

Ngày tải lên: 14/08/2014, 06:22

... users are performing or would like to perform against the data warehouse being developed, and information oriented requirements, which represent the major information categories and data items ... (alreadydeveloped) parts of the data warehouse or to data marts For the CelDial case study, the information subject areas of interest are: Products, Sales (including Sales Organization), and Manufacturing ... information analysis using the data warehouse or the datamart For data warehouses, the granularity situation is even more complex.Fine granular recording of data in the data warehouse model supports

Ngày tải lên: 14/08/2014, 06:22

... Net Invoice Price for the Sale before calculating the Net Profit For a data warehouse modeler, it is essential to capture the fundamental calculations that are part of the information analysis ... operational data sources inwhich lots of data is redundantly copied Studying redundant sourcesinvolves studying data ownership This study must identify the primecopy of the source data items required for ... thesnowflake approach for the Celdial case study Figure 62 Star M o d e l for the Sales and Inventory Facts i n the CelDial Case Study Figure 63 Snowflake M o d e l for the Sales and Inventory

Ngày tải lên: 14/08/2014, 06:22

... considerations applyfor data marts, especially if they are designed for a broad scope of usage In 8.4.4.4, “Temporal Data Modeling” on page 139 we develop more techniquesfor transforming nontemporal data models ... Nontemporal Data Model Temporal data modeling techniques are required in at least two importantphases of the data warehouse modeling process As we have illustrated before,one area where these techniques ... which then represents theinformation subject areas of interest for the corporate data warehouse Temporal data modeling can therefore be studied and applied as a model transformation technique, and

Ngày tải lên: 14/08/2014, 06:22

... system The data warehouse data model also requires informationabout both the source data that will be used as input and how that data will betransformed and flow to the target data warehouse databases ... thefunctions required for data modeling tools for data warehousing data modelinghave significantly different requirements from those required for traditional datamodeling for operational systems ... engineered model may be used as thebasis for the data warehouse model or simply for information about the datastructure of the source data A good data warehouse data modeling tool is one that enables

Ngày tải lên: 14/08/2014, 06:22

... publication is intended to guide data architects, database administrators,and developers in the design of data models for data warehouses and datamarts The information in this publication is ... Topics, Vol Lambert, B., “Data Modeling for Data Warehouse Development,” Data Management Review, February 1996 Raden, N., “Maximizing Your Data Warehouse,” parts 1 and 2, InformationWeek, March 1996 ... Date: N/A • Date Purged to: N/A Data Quality: There are no opportunities for error or misinterpretation of manufacturing plant data Data Accuracy: Manufacturing plant data is 100% accurate Key: The

Ngày tải lên: 14/08/2014, 06:22

... that, on a technical level, the data mining effort is working and the data is reasonably accurate. This can be quite comforting. If the data and the data mining techniques applied to it are powerful ... resolve these issues. Data mining can help make more informed decisions. It can suggest tests to make. Ultimately, though, the business needs What Is Data Mining? Data mining, as we use the ... of techniques to apply in a particular situation depends on the nature of the data mining task, the nature of the available data, and the skills and preferences of the data miner. Data mining...

Ngày tải lên: 07/04/2014, 11:16

... level data, 96 publications Building the Data Warehouse (Bill Inmon), 474 Business Modeling and Data Mining (Dorian Pyle), 60 Data Preparation for Data Mining (Dorian Pyle), 75 The Data ... Business Modeling and Data Mining, 60 Data Preparation for Data Mining, 75 470643 bindex.qxd 3/8/04 11:08 AM Page 619 C Index 619 calculations, probabilities, 133–135 call detail databases, 37 ... Preparation for Data Mining (Dorian Pyle), 75 The Data Warehouse Toolkit (Ralph Kimball), 474 data warehousing customer patterns, 5 for decision support, 13 discussed, 4 database administrators...

Ngày tải lên: 21/06/2014, 04:20

... before. The newly discovered relationships suggest new hypotheses to test and the data mining process begins all over again. Lessons Learned Data mining comes in two forms. Directed data mining ... California based on data that excludes calls to Los Angeles. Step Six: Transform Data to Bring Information to the Surface Once the data has been assembled and major data problems fixed, the data ... c04.qxd 3/8/04 11:10 AM Page 97 Data Mining Applications 97 mining techniques used to generate the scores. It is worth noting, however, that many of the data mining techniques in this book can...

Ngày tải lên: 21/06/2014, 04:20