Data Mining - Mehmed Kantardzic [15]
Data mining represents one of the major applications for data warehousing, since the sole function of a data warehouse is to provide information to end users for decision support. Unlike other query tools and application systems, the data-mining process provides an end user with the capacity to extract hidden, nontrivial information. Such information, although more difficult to extract, can provide bigger business and scientific advantages and yield higher returns on “data-warehousing and data-mining” investments.
How is data mining different from other typical applications of a data warehouse, such as structured query languages (SQL) and online analytical processing tools (OLAP), which are also applied to data warehouses? SQL is a standard relational database language that is good for queries that impose some kind of constraints on data in the database in order to extract an answer. In contrast, data-mining methods are good for queries that are exploratory in nature, trying to extract hidden, not so obvious information. SQL is useful when we know exactly what we are looking for, and we can describe it formally. We will use data-mining methods when we know only vaguely what we are looking for. Therefore these two classes of data-warehousing applications are complementary.
OLAP tools and methods have become very popular in recent years as they let users analyze data in a warehouse by providing multiple views of the data, supported by advanced graphical representations. In these views, different dimensions of data correspond to different business characteristics. OLAP tools make it very easy to look at dimensional data from any angle or to slice-and-dice it. OLAP is part of the spectrum of decision support tools. Traditional query and report tools describe what is in a database. OLAP goes further; it is used to answer why certain things are true. The user forms a hypothesis about a relationship and verifies it with a series of queries against the data. For example, an analyst might want to determine the factors that lead to loan defaults. He or she might initially hypothesize that people with low incomes are bad credit risks and analyze the database with OLAP to verify (or disprove) this assumption. In other words, the OLAP analyst generates a series of hypothetical patterns and relationships and uses queries against the database to verify them or disprove them. OLAP analysis is essentially a deductive process.
Although OLAP tools, like data-mining tools, provide answers that are derived from data, the similarity between them ends here. The derivation of answers from data in OLAP is analogous to calculations in a spreadsheet; because they use simple and given-in-advance calculations, OLAP tools do not learn from data, nor do they create new knowledge. They are usually special-purpose visualization tools that can help end users draw their own conclusions and decisions, based on graphically condensed data. OLAP tools are very useful for the data-mining process; they can be a part of it, but they are not a substitute.
1.6 BUSINESS ASPECTS OF DATA MINING: WHY A DATA-MINING PROJECT FAILS
Data mining in various forms is becoming a major component of business operations. Almost every business process today involves some form of data mining. Customer Relationship Management, Supply Chain Optimization, Demand Forecasting, Assortment Optimization, Business Intelligence, and Knowledge Management are just some examples of business functions that have been impacted by data mining techniques. Even though data mining has been successful in becoming a major component of various business and scientific processes as well as in transferring innovations from academic research into the business world, the gap between the problems that the data mining research community works on and real-world problems is still significant. Most business people (marketing managers, sales