Kevin Röder, Mick van Galen and Suzanna Nieuwenkamp - The conflict between data mining and online...
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Transcript of Kevin Röder, Mick van Galen and Suzanna Nieuwenkamp - The conflict between data mining and online...
“Data mining is the analysis of (often large)
observational data sets to find unsuspected
relationships and to summarize the data in
novel ways that are both understandable
and useful to the data owner.
(David Hand, 2001)
Different data mining techniques
Association, Classification, Clustering, Prediction and Decision Trees
CRISP - DM process
Business Understanding
What is the goal?
Data Understanding
What data do I need?
Data Preparation
How should I clean my data?
Model Building
What can we do with it?
Evaluation
Did we achieve our goal?
Deployment
Bigger picture
Data Sources
Your dataThe data that is collected that people know about
Facebook profileLocationPurchaseetc.
The data that is actually being collected that people don’t know about
Places you go to very oftenWhere your car is parkedMetadataetc.
“I’m okay with companies collecting data about me and targeting me on a personal level based on for example my browsing
activity”