1. Data Mining History, e-business applications, and modern approach to data analysis Team: Asher, Eduardo Geiger, Charles Heth, Jennifer Monjazi, Jonathan Sanchez, Christian

2. Data Mining Collect Data Extract (Clustering) Prepare (Classification) Evaluate (Regression) Implement ( Association Rule Learning) The extraction of hidden predictive information from large databases. Predictive Analysis

3. Data Mining: the Beginning. Classical Statistics Regression Model Cluster Analysis Confidence Intervals Artificial Intelligence (AI) Heuristic RDBMS Machine Learning

4. Data Mining in use.

5. E-business and Data Mining ClassificationSegmentationAssociationClusteringVisualizationOptimization

6. E-business and Data Mining True one-to-one marketing effectiveness based on observed behavior patterns Concentrated effort on prospects that are most likely to respond to offer

7. E-business and Data Mining Market Basket Analysis o Track Alpha Consumer Affinity Analysis o Cross Selling o Up-selling Sales Promotions Discount Plans

8. “A personalized internet experience” Should the web match your interests? PhormDiscover In-page widgets Personalized Homepage OIX (Open Internet Exchange) ISP’s Publishers Advertisers PhormSecure Protect from malware and phishing

11. “Privacy by design” Phorm o May 2009: 2075 UK Residents, 82% liked PhormDiscover MarketingCharts.com o June 2008: Consumers willing to provide information in exchange for personalized relevant shopping New York Times o March 2008: Services providers on board with Phorm: BT, Carphone Warehouse, Virgin Media New York Times o July 2009: Setbacks, BT no longer service provider, Stocks dropped more than 40% The Register o October 2010: Crown Prosecution Service, BT-Phorm Case

12. Track Website Performance o Analyze how visitors find, navigate and interact. Features o Data Historical Trends o Cross Channel and Multimedia Tracking o Visualizing Data o Customized Reporting

14. Keyword Targeting Context Targeting Geo Targeting

15. Costco Travel When to Travel 365 days of travel Length of Stay (1 to 30 days) 100 destinations. Options Double King More Options Ocean View Mountain View City View Even more options Activities Insurance Transportation Costco uses Google Analytics to grow Costco Travel. Solution: Stratigent (Google Analytics Cert. Partner) Tagging Audit Realized not all information was mined correctly. Track options to offer tailored promotions. Since implementing Google Analytics online travel sales have increased by over 50%

16. "Funnel reports in Google Analytics are crucial to our success. (…)Google Analytics gives us the insight we need to quickly see which step in the online sales process is broken so we can fix it immediately.“ Google Analytics Keyword Driven Searches (AdWord) Realize when inventory will be low Target clicks to realize when best to stock certain products in local stores

17. Real World Results Vueling's flight ticket sales increased by 20% The American Cancer Society uses Google Analytics to boost ROI on the web and help treat patients around the country.

18. Future of Data Mining Understanding consumer behavior Forecasting product demand Managing and building the brand Tracking performance of customers or products in the market Driving incremental revenue from transforming data into information and information into knowledge "Data mining is dead! Long live predictive analytics!"

19. Sources http://www.data-mining-software.com/data_mining_history.htm http://www.impact-sol.com/datamining.html http://www.stratigent.com/ http://www.google.com/analytics/ http://www.google.com/analytics/case_study_costco.html http://www.phorm.com/ http://www.dwreview.com/Data_mining/Future_data_mining.html