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Data Mining Finding Useful Patterns in Big Data. What is Data Mining? Looking for useful patterns in large data sets Combines fields like computer science/engineering.

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Presentation on theme: "Data Mining Finding Useful Patterns in Big Data. What is Data Mining? Looking for useful patterns in large data sets Combines fields like computer science/engineering."— Presentation transcript:

1 Data Mining Finding Useful Patterns in Big Data

2 What is Data Mining? Looking for useful patterns in large data sets Combines fields like computer science/engineering with statistics Many applications More recently- marketing

3 Taken from https://www.facebook.com/photo.php?fbid= &set=o &type=1

4 Cybersecurity Lots of data collected from users every day Some data sensitive – Ex. credit card numbers, account passwords, etc Cybersecurity- the field that deals with securing sensitive information online, and keeping it private

5 The Target Corporation Track consumers’ purchases over time Statistician Andrew Pole finds patterns in pregnant women – Women on the baby registry purchase more: Unscented lotion around 2 nd trimester Calcium, magnesium, zinc supplements in first 20 weeks Scent-free soap, lots of cotton balls – Combine around 25 products to assign a “pregnancy prediction score”; send coupons for baby items to the consumer’s house and address – “Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements and a bright blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August.”

6 How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did “My daughter got this in the mail! She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” “I had a talk with my daughter. It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.”

7 Sneakier Circulars- Bypassing the “Creep” Factor “If we send someone a catalog and say, ‘Congratulations on your first child!’ and they’ve never told us they’re pregnant, that’s going to make some people uncomfortable. We are very conservative about compliance with all privacy laws. But even if you’re following the law, you can do things where people get queasy.” Sending consumer-specific mailers – Include random items so the consumer doesn’t feel spied on – Avoid issues like the previous


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