Академический Документы
Профессиональный Документы
Культура Документы
Business Intelligence
Outline
Operational vs. Decision Support Systems
What is Data Mining?
Overview of Data Mining Techniques
Overview of Data Mining Process
Data Warehouses
Web Mining and Text Mining
Chrysanthos Dellarocas
1
15.564 Information Technology I
Transactional
processes
Linkages with
Suppliers, customers, partners
Operational Systems
Support day to day transactions
Contain current, up to date data
Examples: customer orders, inventory levels, bank account
balances
Decision Support Systems
Support strategic decision making
Contain historical, summarized data
Examples: performance summary, customer profitability,
market segmentation
Chrysanthos Dellarocas
2
15.564 Information Technology I
Chrysanthos Dellarocas
3
15.564 Information Technology I
Chrysanthos Dellarocas
4
15.564 Information Technology I
Chrysanthos Dellarocas
5
15.564 Information Technology I
Chrysanthos Dellarocas
6
15.564 Information Technology I
Chrysanthos Dellarocas
7
15.564 Information Technology I
Chrysanthos Dellarocas
8
15.564 Information Technology I
Memory-
Memory-based reasoning
Helps predict unknown attributes of customers/situations,
based on attributes on their nearest neighbors
Principal set of techniques behind Web recommendation
engines
Otherwise known as collaborative filtering
Chrysanthos Dellarocas
9
15.564 Information Technology I
Chrysanthos Dellarocas
10
15.564 Information Technology I
Another example:
Personalized restaurant recommendations
Alice is asking Zagat.com for a personalized rating of
Border Cafe
Alice has already submitted ratings for 20 other
restaurants in the past 12 months
Zagat.com finds other members whose ratings for those
20 restaurants are similar to Alices
Zagat.com calculates the average (or weighted average)
rating that these nearest neighbors have given to Border
Cafe
This is Alices personalized rating of Border Cafe
Note that this may be quite different from the average
rating of Border Cafe based on the entire population of
raters!
Clustering
Divide (segment) a database into groups
Goal: Find groups that are very different from each other,
and whose members are similar to each other
Number and attributes of these groups are not known in
advance
Chrysanthos Dellarocas
11
15.564 Information Technology I
Clustering (example)
Buys
groceries X
X
online X
X
X
X
X
Income
Decision Trees
Income > $40,000
Chrysanthos Dellarocas
12
15.564 Information Technology I
Chrysanthos Dellarocas
13
15.564 Information Technology I
Neural Networks
Powerful method
for constructing w13
predictive models 3 w36
1 w14 w23
Each node applies
an activation w15 w46
4 6
function to its input w24
2
Activation function w56 Output
results are w25
5
multiplied by wij Inputs
and passed on to Hidden
output
Layer
Neural Networks
Weights are
determined using a w13
training set, I.e. a 3 w36
Chrysanthos Dellarocas
14
15.564 Information Technology I
Neural Networks
Example: Build a
neural net to
w13
calculate credit risk 3 w36
for loan applicants w14 w23
1
Inputs: annual w15 w46
income, loan 4 6
amount, loan w24
duration 2
w56 Output
w25
Outputs: probability 5
of default [0,1] Inputs
Training set: data Hidden
from past customers Layer
with known
outcomes
Neural Networks
Start from an initial
estimate for the
weights
w13
3 w36
Chrysanthos Dellarocas
15
15.564 Information Technology I
Neural Networks
Repeat with next
training set record w13
until model 3 w36
converges 1 w14 w23
w15 w46
4 6
w24
2
w56 Output
w25
5
Inputs
Hidden
Layer
Chrysanthos Dellarocas
16
15.564 Information Technology I
Chrysanthos Dellarocas
17
15.564 Information Technology I
Chrysanthos Dellarocas
18
15.564 Information Technology I
Chrysanthos Dellarocas
19
15.564 Information Technology I
To delve deeper
Recommended books
Data Mining Techniques: Michael J. A. Berry and Gordon Linoff
Chrysanthos Dellarocas
20