Marketing analysts use data mining techniques to gain a reliable understanding of customer buying habits and then use that information to develop new marketing campaigns and products. Visual mining tools introduce a world of possibilities to a much broader and non-technical audience to help them solve common business problems.* Explains how to select the appropriate data sets for analysis, transform the data sets into usable formats, and verify that the sets are error-free* Reviews how to choose the right model for the specific type of analysis project, how to analyze the model, and present the results for decision making* Shows how to solve numerous business problems by applying various tools and techniques* Companion Web site offers links to data visualization and visual data mining tools, and real-world success stories using visual data mining
Acknowledgments
About the Authors
Trademarks
Introduction
Pt. 1 Introduction and Project Planning Phase 1
Ch. 1 Introduction to Data Visualization and Visual Data Mining 3
Ch. 2 Step 1: Justifying and Planning the Data Visualization and Data Mining Project 25
Ch. 3 Step 2: Identifying the Top Business Questions 49
Pt. 2 Data Preparation Phase 65
Ch. 4 Step 3: Choosing the Business Data Set 67
Ch. 5 Step 4: Transforming the Business Data Set 129
Ch. 6 Step 5: Verify the Business Data Set 171
Pt. 3 Data Analysis Phase and Beyond 203
Ch. 7 Step 6: Choosing the Visualization or Visual Mining Tool 205
Ch. 8 Step 7: Analyzing the Visualization or Mining Tool 253
Ch. 9 Step 8: Verifying and Presenting the Visualizations or Mining Models 317
Ch. 10 The Future of Visual Data Mining 339
Glossary 357
References 363
Index
