Transcript Marketing to the Social Web - Computer Science at Siena

Data Mining
Jessica Jackson
Kimberli Klein
Kevin Wood
Overview
Brief Introduction
 What Can Data Mining Do?
 How Does Data Mining Work?
 Important Aspects
 Charts and Graphs
 Examples
 Wrap up
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Data, Information, Knowledge
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Data
 Items that are the most elementary descriptions
of things, events, activities, and transactions
May be internal or external
Information
 Organized data that has meaning and value
Knowledge
 Processed data or information that conveys
understanding or learning applicable to a
problem or activity
What is Data Mining?

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The process of analyzing
data from different
perspectives and
summarizing it into useful
information
This information can be used
to increase revenue, cuts
costs, or both
What Can Data Mining Do?
Primarily used today by companies with a
strong customer focus
 Determines impact of sales, customer
satisfaction & corporate profits
 Determines relationships among “internal”
factors and “external” factors

Internal factors: price, product positioning, or
staff skills
 External factors: economic indicators,
competition, customer demographics

How Does Data Mining Work?
Data mining software analyzes relationships
and patterns in stored transaction data based
on open-ended user queries
 The four types of relationships:

Classes
 Clusters
 Associations
 Sequential patterns
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Important Aspects

Three important considerations include:
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Clean data, Security and Scalability
Large amounts of accessData must be accurate and free of errors and
inconsistencies
 Must establish access rights to the data and to
enforcing those rights
 The infrastructure must be in place

 includes
web servers, report servers, databases and
networks to support scalability
Dig, Discover, & Share*
Flow of Data Mining
The Life Cycle of a Data Mining Project
Example of Data Mining Software

Oracle Data Mining (ODM)
Oracle Data Mining
 Enables you to produce
predictive information
 Build integrated business intelligence
applications
 Find patterns and insights hidden in your data
 Extract greater value from corporate data
resulting in better decision making

Field Use
"...Using Oracle Data Mining, medical researchers
are discovering trends and patterns that will
Improve the health care for millions of people
around the globe.“
-Dr. Carolyn Hamm, Director of Decision Support,
Walter Reed Medical Center.
"Saving Lives with Oracle"
Customer Successes of ODM
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Xerox Corporation
Walter Reed Medical
Center
Internal Revenue
Services
CitiGroup
Stuart Maue, Inc.
Rexter Analytics
Management
Information Analysis
Company Uses Of Data Mining
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Starbucks- Reduce Insurance Claims
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Dow Jones Wall Street Journal- Site Performance
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The data is analyzed to uncover locations, floor designs and time
patterns where customers slip and fall more frequently from coffee
spills
How the site is performing by correlating the log and click-stream
information generated with the customer files
The Royal Dutch/Shell Group
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Operates in 135 countries with 90,000 employees and 1,700
separate operating companies.
Help negotiate better contracts and identify products that are doing
well or declining on a global basis.
Questions
Comments