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页数:73页
时间:2018-02-10
《factors for success in a data mining project》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、13FactorsforsuccessinadataminingprojectTheaimofthischapteristopresentthefactorsforsuccessinadataminingprojectinbusiness,particularlywheretheprojectisimplementedin-houseratherthanoutsourced.Itwilldescribethepitfallstobeavoidedandprovideanoutlineoftheexpectedreturnoninvestment.13.1ThesubjectTh
2、esubjectofthestudymustofcoursebeonethatrequirestheuseofdataminingtoolsandcannotbedealtwithbysimpledescriptivestatistics.Dataminingwillnothelpustofindthe‘20%ofcustomerswhogenerate80%oftheprofits’,butitisusefulfordeterminingtheirprofileorfordiscoveringthosewhodonotformpartofthisgroupatpresent,but
3、whowillinfuture.Thesubject,thetargetpopulationandtheobjectivesmustbepreciselyspecified.Wemustavoidconstructingascoreonacertaincustomersegmentandthenextendingittoanotherforwhichitisinappropriate.Theresultsmustbecapableofbeingmeasured.Wemusttrytoestimatethereturnoninvestment.Theobjectivesmustbe
4、realistic:iftherateofresponsetoamailingis1%,itmayperhapsbeincreasedto3%,butcertainlynot10%.Unrealisticallyambitiousobjectivescanleadtodisappointmentwhichwillharmthecredibilityofdatamininganditswiderapplicationinthebusiness.Thebusinessmusthaveatleastadegreeofexpertiseonthesubject.Thesubjectmu
5、stbeachallengefortheenterprise,andmustoffersomerealbenefits.Thisisparticularlytrueofafirstproject,whichmustbeconvincinganddeveloployalty.Thebusinessmustbebothwillingandabletoimplementthesolutionsproposedbydatamining.Forexample,itisnecessarytochecktheITandelectronicpublishingresources:thereisno
6、pointindevisingcustomizedmailingsiftheycannotbeprovidedatanacceptablecost.DataMiningandStatisticsforDecisionMaking,FirstEdition.Ste´phaneTuffe´ry.Ó2011JohnWiley&Sons,Ltd.Published2011byJohnWiley&Sons,Ltd.618FACTORSFORSUCCESSINADATAMININGPROJECT13.2ThepeopleTheprojectmustbesupportedbyabusines
7、sdecision.Thedecisionmakersmustbemadeawareoftheprojectandmustbackit.Thespecialiststaffofthebusinessmustbemobilized:.beforetheproject,tospecifyitscontent,outlinethecorrectunderlyingconcepts,identifyusefulinformationsources,andsupplythenecessarydataa
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