Data Mining for Dummies

Data mining is quickly becoming integral to creating value and business momentum. The ability to detect unseen patterns hidden in the numbers exhaustively generated by day-to-day operations allows savvy decision-makers to exploit every tool at their disposal in the pursuit of better business. By creating models and testing whether patterns hold up, it is possible to discover new intelligence that could change your business's entire paradigm for a more successful outcome.

Data Mining for Dummies shows you why it doesn't take a data scientist to gain this advantage, and empowers average business people to start shaping a process relevant to their business's needs. In this book, you'll learn the hows and whys of mining to the depths of your data, and how to make the case for heavier investment into data mining capabilities. The book explains the details of the knowledge discovery process including:

• Model creation, validity testing, and interpretation
• Effective communication of findings
• Available tools, both paid and open-source
• Data selection, transformation, and evaluation

Data Mining for Dummies takes you step-by-step through a real-world data-mining project using open-source tools that allow you to get immediate hands-on experience working with large amounts of data. You'll gain the confidence you need to start making data mining practices a routine part of your successful business. If you're serious about doing everything you can to push your company to the top, Data Mining for Dummies is your ticket to effective data mining.

Meta S. Brown helps organizations use practical data analysis to solve everyday business problems. A hands-on data miner who has tackled projects with up to $900 million at stake, she is a recognized expert in cutting-edge business analytics.

Introduction 1

Part I: Getting Started with Data Mining 5

Chapter 1: Catching the Data-Mining Train 7

Chapter 2: A Day in Your Life as a Data Miner 17

Chapter 3: Teaming Up to Reach Your Goals 49

Part II: Exploring Data-Mining Mantras and Methods 61

Chapter 4: Learning the Laws of Data Mining 63

Chapter 5: Embracing the Data-Mining Process 73

Chapter 6: Planning for Data-Mining Success 89

Chapter 7: Gearing Up with the Right Software 97

Part III: Gathering the Raw Materials 109

Chapter 8: Digging into Your Data 111

Chapter 9: Making New Data 119

Chapter 10: Ferreting Out Public Data Sources 141

Chapter 11: Buying Data 163

Part IV: A Data Miner’s Survival Kit 171

Chapter 12: Getting Familiar with Your Data 173

Chapter 13: Dealing in Graphic Detail 195

Chapter 14: Showing Your Data Who’s Boss 219

Chapter 15: Your Exciting Career in Modeling 245

Part V: More Data-Mining Methods 273

Chapter 16: Data Mining Using Classic Statistical Methods 275

Chapter 17: Mining Data for Clues 295

Chapter 18: Expanding Your Horizons 307

Part VI: The Part of Tens 319

Chapter 19: Ten Great Resources for Data Miners 321

Chapter 20: Ten Useful Kinds of Analysis That Complement Data Mining 325

Appendix A: Glossary 333

Appendix B: Data-Mining Software Sources 339

Appendix C: Major Data Vendors 349

Appendix D: Sources and Citations 357

Index 361

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