Business Intelligence and Data Mining, livre ebook

“This book is a splendid and valuable addition to this subject. The whole book is well written and I have no hesitation to recommend that this can be adapted as a textbook for graduate courses in Business Intelligence and Data Mining.” Dr. Edi Shivaji, Des Moines, Iowa “As a complete novice to this area just starting out on a MBA course I found the book incredibly useful and very easy to follow and understand. The concepts are clearly explained and make it an easy task to gain an understanding of the subject matter.” -- Mr. Craig Domoney, South Africa. Business Intelligence and Data Mining is a conversational and informative book in the exploding area of Business Analytics. Using this book, one can easily gain the intuition about the area, along with a solid toolset of major data mining techniques and platforms. This book can thus be gainfully used as a textbook for a college course. It is also short and accessible enough for a busy executive to become a quasi-expert in this area in a couple of hours. Every chapter begins with a case-let from the real world, and ends with a case study that runs across the chapters.
Abstract ..................................................................................................v
Preface ................................................................................................xiii
Chapter 1 Wholeness of Business Intelligence and Data Mining ........1
Business Intelligence .........................................................2
Pattern Recognition ..........................................................3
Data Processing Chain ......................................................6
Organization of the Book ................................................16
Review Questions ............................................................17
Section 1 ..................................................................................... 19
Chapter 2 Business Intelligence Concepts and Applications .............21
BI for Better Decisions ....................................................23
Decision Types ................................................................23
BI Tools ..........................................................................24
BI Skills ..........................................................................26
BI Applications ..............................................................26
Conclusion......................................................................34
Review Questions ............................................................35
Liberty Stores Case Exercise: Step 1 .................................35
Chapter 3 Data Warehousing ...........................................................37
Design Considerations for DW .......................................38
DW Development Approaches ........................................39
DW Architecture ............................................................40
Data Sources ...................................................................40
Data Loading Processes ...................................................41
DW Design .....................................................................41
DW Access ......................................................................42
DW Best Practices ...........................................................43
Conclusion......................................................................43
Review Questions ............................................................43
Liberty Stores Case Exercise: Step 2 .................................44
Chapter 4 Data Mining ..................................................................45
Gathering and Selecting Data ..........................................47
Data Cleansing and Preparation ......................................48
Outputs of Data Mining .................................................49
Evaluating Data Mining Results ......................................50
Data Mining Techniques .................................................51
Tools and Platforms for Data Mining ..............................54
Data Mining Best Practices .............................................56
Myths about Data Mining ..............................................57
Data Mining Mistakes .....................................................58
Conclusion......................................................................59
Review Questions ............................................................60
Liberty Stores Case Exercise: Step 3 .................................60
Section 2 ..................................................................................... 61
Chapter 5 Decision Trees .................................................................63
Decision Tree Problem ....................................................64
Decision Tree Construction ............................................66
Lessons from Constructing Trees .....................................71
Decision Tree Algorithms ................................................72
Conclusion......................................................................75
Review Questions ...........................................................75
Liberty Stores Case Exercise: Step 4 .................................76
Chapter 6 Regression .......................................................................77
Correlations and Relationships ........................................78
Visual Look at Relationships ...........................................79
Regression Exercise..........................................................80
Nonlinear Regression Exercise .........................................83
Logistic Regression ..........................................................85
Advantages and Disadvantages of Regression Models .....86
Conclusion......................................................................88
Review Exercises ..............................................................88
Liberty Stores Case Exercise: Step 5 .................................89
Chapter 7 Artificial Neural Networks ..............................................91
Business Applications of ANN ........................................92
Design Principles of an ANN ..........................................93
Representation of a Neural Network ..............................95
Architecting a Neural Network .......................................95
Developing an ANN .......................................................96
Advantages and Disadvantages of Using ANNs ...............97
Conclusion......................................................................98
Review Exercises ..............................................................98
Chapter 8 Cluster Analysis ..............................................................99
Applications of Cluster Analysis ....................................100
Definition of a Cluster ..................................................101
Representing Clusters ....................................................102
Clustering Techniques ...................................................102
Clustering Exercise ........................................................103
K-Means Algorithm for Clustering ................................106
Selecting the Number of Clusters .................................109
Advantages and Disadvantages of K-Means
Algorithm ..................................................................110
Conclusion....................................................................111
Review Exercises ............................................................111
Liberty Stores Case Exercise: Step 6 ...............................112
Chapter 9 Association Rule Mining ..............................................113
Business Applications of Association Rules ...................114
Representing Association Rules .....................................115
Algorithms for Association Rule ....................................115
Apriori Algorithm .........................................................116
Association Rules Exercise .............................................116
Creating Association Rules ............................................119
Conclusion....................................................................120
Review Exercises ............................................................120
Liberty Stores Case Exercise: Step 7 ..............................121
Section 3 ................................................................................... 123
Chapter 10 Text Mining ..................................................................125
Text Mining Applications ..............................................126
Text Mining Process ......................................................128
Mining the TDM ..........................................................130
Comparing Text Mining and Data Mining ...................131
Text Mining Best Practices ............................................132
Conclusion....................................................................133
Review Questions ................................................133
Liberty Stores Case Exercise: Step 8 ...............................134
Chapter 11 Web Mining ..................................................................135
Web Content Mining ....................................................136
Web Structure Mining ..................................................136
Web Usage Mining .......................................................137
Web Mining Algorithms ...............................................138
Conclusion....................................................................139
Review Questions ..........................................................139
Chapter 12 Big Data ........................................................................141
Defining Big Data .........................................................142
Big Data Landscape.......................................................145
Business Implications of Big Data .................................145
Technology Implications of Big Data ............................146
Big Data Technologies ...................................................146
Management of Big Data .............................................148
Conclusion....................................................................149
Review Questions ..........................................................149
Chapter 13 Data Modeling Primer ..................................................151
Evolution of Data Management Systems .......................152
Relational Data Model ..................................................153
Implementing the Relational Data Model .....................155
Database Management Systems .....................................156
Conclusion....................................................................156
Review Questions ..........................................................156
Additional Resources ...........................................................................157
Index .................................................................................................159