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Chapter 6

MIS 302F Chapter 6: LE01: introduction to data mining


Department
Management Information Systems
Course Code
MIS 302F
Professor
Tuttle John
Chapter
6

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LE01:
1. POLL FOLLOWUP: USES OF DATA MINING
o there are endless opportunities to use data mining
o examples
retail clothing chain wants to know when they should discount coats
bank wants to know which customers to target for credit cards and loans
o it is not about analyzing customers and selling them more / giving coupons
for better understanding and better prediction ability with the data
2. VIDEO: USES OF DATA MINING
o : the process of identifying/discovering meaningful correlations,
patterns, and trends using simple database queries and
statistical/mathematical techniques
key: extract non-obvious and hidden knowledge from data to create
value
o description of data mining
businesses accumulating: transaction data, surfing data, product data,
social interactions, health care data, sensor data
: accumulating massive amounts of structured and unstructured
data
o examples and uses of data mining
grocery store: what do customers typically buy together (
) so they can advertise, display items, and target consumers
uses of data mining include
ª describing current data to make decisions
ª predicting behavior in the future
o social networks and data mining
extracting emotions from text
ª example: is “great” sarcastic or not?
ª extract positive/negative sentiment from positive or negative
emotions
who are the people who buy niche products?
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