Data Mining
for the Masses
x
Context and Perspective ........................................................................................................................ 189
Learning Objectives................................................................................................................................ 189
Organizational Understanding .............................................................................................................. 190
Data Understanding ............................................................................................................................... 190
Data Preparation ..................................................................................................................................... 191
Modeling .................................................................................................................................................. 202
Evaluation ................................................................................................................................................ 203
Deployment ............................................................................................................................................. 213
Chapter Summary ................................................................................................................................... 213
Review Questions ................................................................................................................................... 214
Exercise .................................................................................................................................................... 214
SECTION THREE: Special Considerations in Data Mining .............................................................. 217
Chapter Thirteen: Evaluation and Deployment ..................................................................................... 219
How Far We’ve Come ........................................................................................................................... 219
Learning Objectives................................................................................................................................ 220
Cross-Validation ..................................................................................................................................... 221
Chapter Summary: The Value of Experience ..................................................................................... 227
Review Questions ................................................................................................................................... 228
Exercise .................................................................................................................................................... 228
Chapter Fourteen: Data Mining Ethics ................................................................................................... 231
Why Data Mining Ethics? ..................................................................................................................... 231
Ethical Frameworks and Suggestions .................................................................................................. 233
Conclusion ............................................................................................................................................... 235
GLOSSARY and INDEX ......................................................................................................................... 237
About the Author ....................................................................................................................................... 251