HOW TO TRANSFORM THE CUSTOMERS RESPONSES

 

 

 

 

 

 

 

 

 

 

 

 

 

Such hypotheses must be transformed in a way that allows them to be tested on real data. Depending on the hypotheses, this may mean interpreting a single value returned from a simple query, plowing through a collection of association rules generated by market basket analysis, determining the significance of a correlation found by a regression model, or designing a controlled experiment. In all cases, careful critical thinking is necessary to be sure that the result is not biased in unexpected ways. Proper evaluation of data mining results requires both analytical and busi­ ness knowledge. Where these are not present in the same person, it takes crossfunctional cooperation to make good use of the new information.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Hypothesis testing is certainly useful, but there comes a time when it is not sufficient. The data mining techniques described in the rest of this book are all designed for learning new things by creating models based on data. 52 Chapter 3 In the most general sense, a model is an explanation or description of how something works that reflects reality well enough that it can be used to make inferences about the real world. Without realizing it, human beings use models all the time. When you see two restaurants and decide that the one with white tablecloths and real flowers on each table is more expensive than the one with Formica tables and plastic flowers, you are making an inference based on a model you carry in your head. When you set out to walk to the store, you again consult a mental model of the town.