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Εξ?ρυξη Γν?ση?(data mining) Χ. Παπαθεοδ?ρου Εργαστ?ριο Ψηφιακ?ν Βιβλιοθηκ?ν Ηλεκτρονικ?? Δημοσ?ευση? Τμ?μα Αρχειονομ?α? – Βιβλιοθηκονομ?α?, Ι?νιο Πανεπιστ?μιο Data Mining Εξ?ρυξη γν?ση? απ? πολ? μεγ?λε? συλλογ?? δεδομ?νων Γν?ση: καν?νε?, πρ?τυπα συμπεριφορ?? και συσχετ?σει? μεταξ? αντικειμ?νων (?χι προφαν??, λανθ?νουσα, προηγουμ?νω? ?γνωστη, και χρ?σιμη) Αντικε?μενο: Αποτελε?ται απ? ?να σ?νολο χαρακτηριστικ?ν Δεν ε?ναι: (Deductive) query processing. Expert systems, small machine learning /statistical programs Why Data Mining? Potential Applications Database analysis and decision support Market analysis and management target marketing, customer relation management, market basket analysis, cross selling, market segmentation Risk analysis and management Forecasting, customer retention, improved underwriting, quality control, competitive analysis Fraud detection and management Other Applications Text mining (news group, email, documents) and Web analysis. Intelligent query answering Market Analysis and Management (1) Where are the data sources for analysis? Credit card transactions, loyalty cards, discount coupons, customer complaint calls, plus (public) lifestyle studies Target marketing Find clusters of model customers who share the same characteristics: interest, income level, spending habits, etc. Determine customer purchasing patterns over time Conversion of single to a joint bank account: marriage, etc. Cross-market analysis Associations/co-relations between product sales Prediction based on the association information Market Analysis and Management (2) Customer profiling data mining can tell you what types of customers buy what products (clustering or classification) Identifying customer requirements identifying the best products for different customers use prediction to find what factors will attract new customers Provides summary information various multidimensional summary reports statistical summary information (data central tendency and variation