Marketing Strategy Notes
A Successful Strategy:
Helps achieve coordination among functional areas of the
organization.
Defines how resources are to be allocated.
Leads to a superior market position.
Elements of a Product Strategy
1.
Statement of the objec

Major Data Mining Tasks Notes
Classification: predicting an item class
Clustering: finding clusters in data
Associations: e.g. A & B & C occur frequently
Visualization: to facilitate human discovery
Estimation: predicting a continuous value
Deviation Dete

Data Mining Trends and Research Frontiers Notes
Mining Complex Types of Data
Other Methodologies of Data Mining
Data Mining Applications
Data Mining and Society
Data Mining Trends
Summary
Other Methodologies of Data Mining
Statistical Data Mining
Views on

Data Mining with Privacy Notes
Data Mining looks for patterns, not people!
Technical solutions can limit privacy invasion
Give randomized outputs
Multi-party computation distributed data
Replacing sensitive personal data with anon. ID
Bayardo & Srikant, T

Data Mining Tasks Classification Notes
Learn a method for predicting the instance class from prelabeled (classified) instances
Many approaches: Statistics,
Decision Trees, Neural Networks,
Classification: Linear Regression
Linear Regression
w0 + w1 x + w2

Direct Marketing and CRM Notes
Most major direct marketing companies are using modeling
and data mining
Most financial companies are using customer modeling
Modeling is easier than changing customer behaviour
Some successes
Verizon Wireless reduced churn

Data Mining and Terrorism Controversy in the News Notes
TIA: Terrorism (formerly Total) Information Awareness
Program
DARPA program closed by Congress
some functions transferred to intelligence agencies
CAPPS II screen all airline passengers
controversia

Mining Graphs and Networks Notes
Graph Pattern Mining
Frequent subgraph patterns, closed graph patterns,
gSpan vs. CloseGraph
Statistical Modeling of Networks
Small world phenomenon, power law (log-tail)
distribution, densification
Clustering and Classifi

Ten Guidelines for Building Strong Brands Notes
1.
Brand Identity
Each brand should have an identity, a personality. It
can be modified for different segments.
2.
Value Proposition
3.
Each brand should have a unique value proposition.
Brand Position
The b

Statistical Data Mining Notes
Time series: many methods such as autoregression, ARIMA
(Autoregressive integrated moving-average modeling), long
memory time-series modeling
Quality control: displays group summary charts
Survival analysis
Predicts the proba

Visual and Audio Data Mining Notes
Visualization: Use of computer graphics to create visual
images which aid in the understanding of complex, often
massive representations of data
Visual Data Mining: discovering implicit but useful knowledge
from large da

Scientific and Statistical Data Mining Notes
Generalized linear models
allow a categorical response variable (or some
transformation of it) to be related to a set of predictor
variables
similar to the modeling of a numeric response variable
using linear r

Basic Customer Strategies Notes
1.
Customer acquisition
2.
Customer retention
3.
Customer expansion
4.
Customer deletion
Trends leading to Data Flood
More data is generated:
Scientific Data: astronomy, biology, etc
Bank, telecom, other business transactio