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BISY3001 Data Mining and Business Intelligence

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Task:

Identify the Problem Area 

Identify the problem area (e.g., Marketing, Customer Care, Business Development, etc.). Describe the problem in general terms. Check the current status of the project(e.g., Check if it is already clear within the business unit that we are performing a data mining project or do we need to advertise data mining as a key technology in the business?). Clarify prerequisites of the project (e.g., what is the motivation of the project? Does the business already use data mining?). Identify target groups for the project result (e.g., Do we expect a written report for top management or do we expect a running system that is used by naive end users?). Identify the users’ needs and expectations.

Output: Business objectives

Describe the customer’s primary objective, from a business perspective, in the data mining project. In addition to the primary business objective, there are typically a large number of related business questions that the customer would like to address. For example, the primary business goal might be to keep current customers by predicting when they are prone to move to a competitor, while secondary business objectives might be to determine whether lower fees affect only one particular segment of customers. Informally describe the problem which is supposed to be solved with data mining. Specify all business questions as precisely as possible. Specify any other business requirements (e.g., the business does not want to lose any customers). Specify expected benefits in business terms.

Output: Business success criteria 

Describe the criteria for a successful or useful outcome to the project from the business point of view. This might be quite specific and readily measurable, such as reduction of  customer churn to a certain level or general and subjective such as “give useful insights into the relationships.” In the latter case it should be indicated who would make the subjective judgment. Specify business success criteria (e.g., enrolment rate increased by 20 percent). Identify who assesses the success criteria. Each of the success criteria should relate to at least one of the specified business objectives.

2. Assess the situation

Activities: Inventory of resources 

List the resources available to the project, including: personnel (business and data experts, technical support, data mining personnel), data (fixed extracts, access to live warehoused or operational data), computing resources (hardware platforms), software (data mining tools, other relevant software).

2.2 Activities: Sources of data and knowledge

Identify data sources. Identify type of data sources (on-line sources, experts, written documentation, etc.). Identify knowledge sources. Identify type of knowledge sources (online sources, experts, written documentation, etc.). Check available tools and techniques. Describe the relevant background knowledge (informally or formally).

3. Requirements, assumptions and constraints 

List all requirements of the project including schedule of completion, comprehensibility and quality of results and security as well as legal issues. As part of this output, make sure that you are allowed to use the data. List the assumptions made by the project. These may be assumptions about the data, which can be checked during data mining, but may also include non-checkable assumptions about the business upon which the project rests. It is particularly important to list the latter if they form conditions on the validity of the results. List the constraints made on the project. These constraints might involve lack of resources to carry out some of the tasks in the project within the timescale required or there may be legal or ethical constraints on the use of the data or the solution needed to carry out the data mining task. 

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