Introduction to Data Mining Techniques
The term data mining was first in the 1990s. Before that, statisticians used the term data fishing or data dredging to define data analysis without a pre-concluded hypothesis. One of the most important goals of the data mining tools process is to gather conclusive information easily applied to large datasets. Each type of this will results in a different result/ effect. This means that recognizing the business problems will go a long way in helping brands implement the right data mining techniques and get the best results. At the same time, it is important to keep in mind that data mining techniques also refer to discovering unknown interesting patterns, unusual records or dependencies that were previously undetected.
Big data is one of the most important aspects of any brand’s growth story today, both big and small. In present times, companies are utilizing big data analytics techniques to reach major goals in their companies, both in terms of customer satisfaction and organization growth. At the same time, it is important to understand that comprehending and analyzing big data is important for the successful development and expansion of an organization. That is why data mining techniques are instrumental as they can help companies analyze big data effectively. Though there are multiple data mining techniques available, they cater to different problems and provide insights into that particular subsequent business problems. One of the best ways to gain valuable insights is, therefore, best done through data mining software. A buzzword used to describe the entire range of data analytics, data mining techniques includes collection, extraction, analysis and statistical methods. That is why it is important to develop a big strategy so that the brand/organization clearly understands the impact of data mining techniques.
8 Important Data Mining Techniques
Following are some of the important techniques listed below.
Anomaly or Outlier Detection
A data mining technique, anomaly or outlier detection, is a technique that searches for data items in a data set that are similar to a projected pattern or expected behaviour.
Also referred to as outliers, anomalies provide critical and actionable information for brands and organizations as an outlier is an object that deviates significantly from the general average within a set of database or combination of data.
It is different from the rest of the data. That is why outlier data mining tools require additional attention and analysis as it provides a different outlook on a particular issue. This type of data mining technique can be used to detect fraud and risks within a critical system.
They are ideal when the data mining techniques’ unique characteristics can be analyzed properly and help the analyst discover any shortcoming in the system.
This, in turn, can indicate fraudulent actions, flawed procedures or areas where a particular theory is invalid, making the process of installing a proper system in place, safe and effective.
It is important to keep in mind that outliers are very common in extensive data mining techniques. While outliers are not always harmful, they can help a brand find unique data mining techniques.
Whatever the case scenario, the findings deduced by anomaly or outlier detection will require further analysis to reach conclusive results.
Association Rule Learning
This type of data mining technique is based on discovering interesting relations between variables in large databases. This type of data mining technique is used to uncover hidden patterns in the data.
They can be used to identify variables within the data and co-occurrences of different variables that appear with the most significant frequencies. Widely used in retail stores, the association rule data mining technique is used to find patterns in point of sales data.
This data mining tools can recommend new products, especially to find out which type of products people recommend to others or to find out new products to recommend to customers.
A beneficial data mining technique, association rule learning, can effectively increase the brand’s conversion rate. Walmart implemented a good example of the effectiveness of association learning in 2004.
These data mining techniques discovered that Strawberry pop-starts sales increased by seven times before a hurricane. Since this finding, Walmart has been placing this product at checkouts before a hurricane, thereby creating better sale conversions.
This type of data mining technique is Defined as identifying data mining tools that are similar to each other; clustering analysis helps marketers understand both similarities and differences in data.
As clusters have common traits, they can be used to improve targeting algorithms. For example, if a particular group of customers is buying a particular brand of products, a specific campaign can be created, help sell that product.
Understanding this can help brands effectively increase their sales conversion rates, thereby increasing brand power and engagement. Also, the creation of personas is a result of clustering analysis.
Personas are defined as fictional characters representing different user types within a targeted demographic, which might use a website, brand or product similarly.
Like this, an important aspect of clustering analysis, personas help brands make smart marketing choices and create powerful campaigns.
This type of data mining technique has a systematic process for obtaining important and relevant information about metadata (data about data) and data; classification analysis helps brands identify different categories of data mining techniques.
Classification of analysis is closely linked to cluster analysis as they effectively make better choices on data mining tools. Email is a well-known example of classification analysis as it uses algorithms to clarify mails depending on whether they are legitimate or spam.
This is done using the data mining software on the mail, for example, words and attachments that indicate whether they are spam or legitimate emails.
Another tool, regression analysis helps brands to define the dependency between variables. This is based on the assumption of a one-way causal effect from one variable to another variable’s response.
While independent variables can be affected by each other, dependency is generally not affected both ways as is the case for correlation analysis. Regression analysis can show that one variable is dependent on another, not vice-versa.
As regression analysis is ideal for determining customer satisfaction, it can help brands discover new and different insights about customer loyalty and how external factors can impact service levels, such as weather conditions.
A good example of regression analysis is using this data mining technique in matching people on dating portals. Many websites use variables to match people according to their likes, interest, and hobbies.
An accurate and general-purpose data mining tools, choice modelling, helps brands make probabilistic predictions about the customers’ decision-making behaviour.
As a brand must focus on their target audience, choice modelling helps brands to use their data mining techniques in such a manner so that they can use their maximum efforts at customers who are likely to make a valid purchase; Choice modelling is used to identify the most important factors that go into helping a customer make their choice.
Based on variables like places, a past purchase, and attitudes, choice modelling helps brands decide the likelihood of customers making a marketing choice. By investing in choice modelling, brands can quickly help to increase their sales in a comprehensive manner.
This type helps to develop formal rules based on a set of observations; rule induction is another data mining tool. The rules extracted from this data mining technique can be used to represent a scientific model of the data mining software or local patterns in the data.
Also, induction paradigm is the association rule. Association rule is the process of finding out compelling relationships between variables, especially in large databases.
A technique used in data mining software helps brands to discover regularities between individual products. For example, if a customer buys butter, there are chances that they would buy bread as well.
The main focus of association rule is to understand that if a customer is performing a specific function, say A’s likelihood of achieving function B is high.
This understanding can help brands to forecast sales and create smart marketing solutions that include promotional pricing and better product placements in shops and malls.
A formative stage in data mining technology, neural networks have their own sets of benefits and advantages. The most significant advantage of a neural network is that it creates highly accurate predictive models that can be applied to many problems effectively.
There are two types of network, namely neural and artificial. Real neural networks are biological, namely, the human brains which can make patterns and predictions.
In the process, it makes choices regarding the situation. The artificial ones are those programs that are implemented on computer systems.
Artificial neural networks derive their name from the historical development in which scientists tried to get the computer software to think in the human brain’s manner.
Though the brain is a much more complicated thing, neural networks can perform many tasks that the human brain can.
It is difficult to say when neural networks were employed for data mining tools, but a study of this data mining technique was discovered during the second world war.
Since then, a neural network has come a long way, and many data analysts have been using it to solve real-world prediction problems and improve the results of algorithms as well.
Further, many of the most significant breakthroughs in neural networks have been in applying problems like improving customer prediction or fraud detection. They can help brands discover newer and better methods of connecting with customers.
In fact, neural networks have successfully helped brands and organizations deal with many problems like detecting fraud use of credit cards.
They have also been applied in areas like the military for automated driving of uncrewed vehicles to correct English words from the written text.
Clearly, one of the hardest things for a brand to do is to decide which one might be the right choice.
This is because the best to be used is depended on the type of problems faced by the brand, which they want to resolve by using a data mining technique.
Sometimes a trial and error will help a brand resolve this issue in a better manner. That being said, it is also a reality that the markets and customers are constantly changing and completely dynamic.
These dynamics have ensured that there can be no perfect data mining technique because it is nearly impossible to predict the future successfully.
That is why they are important because they can help scientists and organizations use relevant data mining software and adapt to this changing environment and economy better.
This can help create models that will help anticipate a change in a much focused and enhanced manner, because the more models that are there for data mining techniques, the more business value can be created for the brand.
Overall it is helping brands understand data mining tools in a much more scientific and systematic manner, thereby empowering and ensuring better brand connect on the one hand and a better growth story on the other hand.
This has been a guide to Data Mining Techniques. Here we have discussed the 8 important data mining techniques that can take your business ahead comprehensively and successfully. You may also have a look at the following courses to learn more –