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A

S E M IN A R
ON

APPLICATIONS OF DATA MINING

BY- VARUN RAJPUT


C O N TEN TS

1. W H A T IS D A TA M IN IN G ?
2. W H A T C A N D O D A TA M IN IN G ?
3. T E C H N IQ U E S U S E D IN D A TA M IN IN G
4. A P P LIC A T IO N S O F D A TA M IN IN G
1 . S C IE N C E
2 . B IO S C IE N C E
3 . P H A R M A C E U T IC A L C O M PA N Y
4 . FIN A N C IA L IN D U S T R Y , B A N K , E
C O M M ERC E
5 . R E TA IL A N D M A R K E T IN G
6 . D A TA B A S E A N A LY S IS &
D E C IS IO N S U P P O R T
7 . S P O R T S A N D E N T E R TA IN M E N T
8 . T E LE C O M IN D U S T R Y
6 . C O N C LU S IO N
WHAT IS DATA MINING

Generally, data mining is the process of analyzing


data from different perspectives and summarizing it
into useful information - information that can be
used to increase revenue, cuts costs, or both. Data
mining software is one of a number of analytical
tools for analyzing data. It allows users to analyze
data from many different dimensions or angles,
categorize it, and summarize the relationships
identified. Technically, data mining is the process
of finding correlations or patterns among dozens of
fields in large relational databases
What can data mining do?

Data mining is primarily used today by companies


with a strong consumer focus - retail, financial,
communication, and marketing organizations. It
enables these companies to determine relationships
among "internal" factors such as price, product
positioning, or staff skills, and "external" factors
such as economic indicators, competition, and
customer demographics. And, it enables them to
determine the impact on sales, customer
satisfaction, and corporate profits. Finally, it
enables them to "drill down" into summary
information to view detail transactional data.
TECHNIQUES USED IN DATA MINING
The most commonly used techniques in data mining
are:
1 . Artificial neural networks:
2 . Decision trees
3 . Genetic algorithms
4 . Nearest neighbor method
5 . Rule induction

Many of these technologies have been in use for


more than a decade in specialized analysis tools
that work with relatively small volumes of data.
These capabilities are now evolving to integrate
directly with industry-standard data warehouse
and OLAP platforms. The appendix to this white
paper provides a glossary of data mining terms.
Science

• Science: Chemistry, Physics,


Medicine
– Biochemical analysis
– Remote sensors on a satellite
– Telescopes – star galaxy classification
– Medical Image analysis

© Copyright 2006, Natasha Balac 6



Bioscience

– Sequence-based analysis
– Protein structure and function prediction
– Protein family classification
– Microarray gene expression

© Copyright 2006, Natasha Balac 7


Pharmaceutical companies

• Pharmaceutical companies,
Insurance and Health care,
Medicine
– Drug development
– Identify successful medical therapies
– Claims analysis, fraudulent behavior
– Medical diagnostic tools
– Predict office visits

© Copyright 2006, Natasha Balac 8


n a n cia l In d u stry , B u sin e sse s , E - co m m e rc

– Stock and investment analysis


– Identify loyal customers vs. risky
customer
– Predict customer spending
– Risk management
– Sales forecasting

© Copyright 2006, Natasha Balac 9


Retail and Marketing

– Customer buying patterns/demographic


characteristics
– Mailing campaigns
– Market basket analysis
– Trend analysis

© Copyright 2006, Natasha Balac 10


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
© Copyright 2006, Natasha Balac 11
Sports and Entertainment
Astronomy

• Sports and Entertainment


– IBM Advanced Scout analyzed NBA
game statistics (shots blocked,
assists, and fouls) to gain
competitive advantage for New York
Knicks and Miami Heat
– JPL and the Palomar Observatory
discovered 22 quasars with the help
of data mining

© Copyright 2006, Natasha Balac 12


Data Mining for Telecomm. Industry

• A rapidly expanding and highly competitive


industry and a great demand for data mining
– Understand the business involved
– Identify telecommunication patterns
– Catch fraudulent activities
– Make better use of resources
– Improve the quality of service
• Multidimensional analysis of telecommunication
data
– Intrinsically multidimensional: calling-time,
duration, location of caller, location of
05/16/10 Data Mining: Concepts and Techniques 13
callee, type of call, etc.
CONCLUSION

C o m p re h e n sive d a ta w a re h o u se s th a t in te g ra te
o p e ra tio n a l d a ta w ith cu sto m e r, su p p lie r, a n d
m a rke t in fo rm a tio n h a ve re su lte d in a n exp lo sio n
o f in fo rm a tio n . C o m p e titio n re q u ire s tim e ly a n d
so p h istica te d a n a lysis o n a n in te g ra te d vie w o f th e
d a ta . H o w e ve r, th e re is a g ro w in g g a p b e tw e e n
m o re p o w e rfu l sto ra g e a n d re trie va lsyste m s a n d
th e u se rs’ a b ility to e ffe ctive ly a n a lyze a n d a ct o n
th e in fo rm a tio n th e y co n ta in . Q u a n tifia b le
b u sin e ss b e n e fits h a ve b e e n p ro ve n th ro u g h th e
in te g ra tio n o f d a ta m in in g w ith cu rre n t in fo rm a tio n
syste m s, a n d n e w p ro d u cts a re o n th e h o rizo n th a t
w ill b rin g th is in te g ra tio n to a n e ve n w id e r
a u d ie n ce o f u se rs.
THANKS

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