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<HTML> <HEAD> <!--SCRIPT LANGUAGE="JavaScript" SRC="http://a1835.g.akamai.net/f/1835/276/3h/www.netlibrary.com/include/js/dictionary_library.js"></SCRIPT> <SCRIPT LANGUAGE="JavaScript"> if (!opener){document.onkeyup=parent.turnBookPage;} </SCRIPT!--> <META HTTP-EQUIV="Cache-Control" CONTENT="no-cache"> <META HTTP-EQUIV="Pragma" CONTENT="no-cache"> <META HTTP-EQUIV="Expires" CONTENT="-1"><META http-equiv="Content-Type" content="text/html; charset=windows-1252"><SCRIPT>var PrevPage="Page_76";var NextPage="Page_78";var CurPage="Page_77";var PageOrder="89";</SCRIPT> <TITLE>Document</TITLE> </HEAD> <BODY BGCOLOR="#FFFFFF"><CENTER><TABLE BORDER=0 WIDTH=100% CELLPADDING=0><TR><TD ALIGN=CENTER> <TABLE BORDER=0 CELLPADDING=2 CELLSPACING=0 WIDTH=100%> <TR> <TD ALIGN=LEFT><A HREF='Page_76.html'>Previous</A></TD> <TD ALIGN=RIGHT><A HREF='Page_78.html'>Next</A></TD> </TR> </TABLE></TD></TR><TR><TD ALIGN=LEFT><P><A NAME='JUMPDEST_Page_77'/><A NAME='{2BE}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0 WIDTH='100%'><TR><TD ALIGN=RIGHT><FONT FACE='Times New Roman, Times, Serif' SIZE=2 COLOR=#FF0000>Page 77</FONT></TD></TR></TABLE><A NAME='{2BF}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>products from leading consumer-packaged goods manufacturers. Traditional coupons average less than 2 percent redemption.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2C0}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=17></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3><B>Mining Customer Value</B></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2C1}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>Most of today's data mining tools are based in part on statistical algorithms such as CHAID (CHI-squared Automatic Interaction Detection) or CART (Classification and Regression Trees) and in part on several artificial intelligence technologies designed to emulate human perception, such as neural networks and machine-learning. Some of these data mining tools search for patterns in data and then organize their solutions as conjunctions or business rules. Data mining analyzers can deliver their solutions in useable business statements that are easy to grasp and implement by a web or marketing teams in an electronic commerce environment:</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2C2}'/><TABLE CELLPADDING=0 CELLSPACING=0 BORDER=0 WIDTH='100%'><TR><TD HEIGHT=12></TD></TR><TR><TD><TABLE CELLSPACING=0 WIDTH=583 CELLPADDING=5><TR><TD WIDTH=109 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>IF</FONT></TD><TD WIDTH=234 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Total Number of Visits Made =</FONT></TD><TD WIDTH=240 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>7 through 9</FONT></TD></TR><TR><TD WIDTH=109 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>AND</FONT></TD><TD WIDTH=234 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Category of Book Purchased =</FONT></TD><TD WIDTH=240 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Database Management</FONT></TD></TR><TR><TD WIDTH=109 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>THEN</FONT></TD><TD WIDTH=234 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Total Projected Sales for Year =</FONT></TD><TD WIDTH=240 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>$90</FONT></TD></TR></TABLE></TD></TR></TABLE><BR><A NAME='{2C3}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>Unlike website tracking software, data mining technologies are designed to sort through hundreds and even thousands of data fields to find the few significant ones for profiling online customers by potential profit groups or market clusters. The core technology of most of today's data mining tools can split and evaluate hundreds of thousands of records and data fields in a web-generated database in order to arrive at those attributes that are influencing important business factors such as total sales.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2C4}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>The underlying mathematics of most data mining tools is manifested in how they compute the amount of "information gain" in a record relating to its class membership. <I>Gain criterion</I> is actually a measurement of information, or the amount of information conveyed in a message. Data mining tools (at least those incorporating symbolic classifier algorithms) actually compute this measurement as they process the records in a database in their search for patterns; they "interrogate" the database via a sequential process of small decisions, with each decision conceptually a yes/no classification based on properties of each customer record. The following is an example of how a data mining analysis may partition a single transaction in a website doing business-to-business retailing:</FONT><FONT FACE='Times New Roman, Times, Serif' SIZE=3 COLOR=#FFFF00><!-- break --></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2C5}'/></FORM></P></TD></TR></TABLE><P><FONT SIZE=0 COLOR=WHITE></CENTER><A NAME="bottom"> </A><!-- netLibrary.com Copyright Notice --> </BODY></HTML>?? 快捷鍵說(shuō)明
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