Data MiningJessica Jackson

Kimberli KleinKevin Wood

Overview

Brief Introduction What Can Data Mining Do? How Does Data Mining Work? Important Aspects Charts and Graphs Examples Wrap up

Data, Information, Knowledge

Data Items that are the most elementary descriptions

of things, events, activities, and transactionsMay 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?

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

Important Aspects

Three important considerations include: Clean data, Security and Scalability

Large amounts of access- Data 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

Xerox Corporation Walter Reed Medical

Center Internal Revenue

Services CitiGroup Stuart Maue, Inc. Rexter Analytics Management

Information Analysis

Company Uses Of Data Mining

Starbucks- Reduce Insurance Claims The data is analyzed to uncover locations, floor designs and time

patterns where customers slip and fall more frequently from coffee spills

Dow Jones Wall Street Journal- Site Performance How the site is performing by correlating the log and click-stream

information generated with the customer files The Royal Dutch/Shell Group-

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

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