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hi this is the video for our deliverables for module one for data 220 so we've got three tasks that are due this week the first one is our discussion this is our first discussion of the week and our topic is business value of data mining our second task for the week is exercise 1 and in there we're going to be accessing the VDI and we're going to be doing some stuff in JMP or jump and then our last test for the week is to take a look at that final project rubric and kind of start thinking about our final project so looking first at discussion 1 business values of data mining our prompt for this discussion is to summarize a scenario where data mining might provide business value in one of the following industries healthcare banking or insurance and then for your peer responses you are gonna compare the summarized scenario how's that you're gonna compare the summarized scenario compares two data mining in the retail industry and when you go and look at the topic in the discussion board you're gonna see that there are a couple of videos there that will help you with this assignment here can help you with that and I just want to include them here too as well because I think they're really good videos so let's just take a quick look at those this first one is called what is data mining concept of data mining is growing in popularity in the realm of Commerce business activities in general but it's kind of a misconceived or misunderstood topic and I want to give you an idea of what data mining is all about basically we're in the information economy and what you have is more and more data being generated in every aspect you can think of every time you swipe your grocery card when you try to get a discount for buying whatever products that's data being downloaded to a database on most transactions you do there is some sort of data download organizations are storing processing and analyzing data more than any time in history and that that trend is gonna continue to grow so what is data mining data mining is the incorporation of quantitative methods will call it mathematical methods that may include mathematical equations algorithms some of your your prominent methodologies are traditional logistic regression neural networks segmentation classification clustering those are all methods that utilize mathematics data mining is applicable across industry sectors generally wherever you have processes wherever you have data it is the application of these powerful mathematical techniques in core incorporation with some statistical type of inference testing they call it that will extract trends and patterns and I teach a course in NJIT data mining for managers and I go over this the first half of the course I give students a very good understanding of what data mining is because to be honest many people don't quite understand it so it takes a full half a course to provide that understanding what are these mathematical techniques but just as important the second half of the course I say now you understand these techniques now let's use them in the business world let's apply it to advertising and marketing effectiveness let's apply it to e-commerce initiatives let's apply it to even healthcare processes supply chain processes there's a just a number of businesses that are that can be mined with these techniques simply put any organization where that has data and has processes can be analyzed with data mining and the results are extracting information actionable information from this these data resources that organizations can fine-tune their the processes increase productivity and increase efficiency so the data mining topic this whole idea the concept is going to grow in popularity why because data continues to grow think about social networking now LinkedIn Twitter Facebook what is it it's more data and it's data to describe people what they do what they like who they all when you're out buying or doing whatever as far as using services just conducting your daily daily lives more and more there's data gathering and data capturing and it's the way it is we're in the information economy the way to extract strategic information from that data those data resources is with data mining alright so that was the first video the second video listed is just called data mining I'll be honest the old days advertisers had to speak to everybody to reach the few interested in their products from the dairy case Willy's orange drink only a dollar thirty nine smile at the 50 cent paving but today companies can reach us directly with the right offer at the right time just anyone can have a full head of hair again guaranteed so even if we don't know it yet right now in Australia some retailers automatically offer us personalised batches based on what we've just run through the checkout 50% off TV props but in America it's gone way past that last year target sent a teenage girl vouchers for baby clothes and maternity wear angering her father in the process that was until he discovered that his daughter was in fact knocked up target worked it out before dad did by analysing the shopping records of women on their baby shower registry and noticing there are a whole bunch of products that women tend to buy when they're pregnant so they came up with a pregnancy prediction score for other women buying the same items and even roughly guessed their due date to send out perfectly timed baby bobbins super set up nappy I'll see if we have any in stock companies can tell when you're about to move house when your kids are going to graduate when you're thinking about buying a new car they can pretty much read our minds 20% off vasectomies and in most cases we've willingly handed our information over take oil to programs for example they aren't about rewarding you they're about spying on you would you like to join our Priceline sister club what does that involve well you give us your name address date of birth sex phone number and email and we record every single purchase you make and share that information with third parties then we can buy even more information about you from third party so we can sell you more stuff and if you not only give us all that information but also spend a hundred dollars in store we'll give you a batch of we're three dollars but you'll most certainly throw straight in the bin where do I sign all those lifestyle surveys and competitions they're just bribes for market research yeah but all I need to do is tell them how much I earn where I live how many kids I have what magazines I read my deepest insecurities and I could win an electric golf trolley Oh God then there's the mountains of data we create using our credit cards mobile phone location services social media updates Google searches actually pretty much everything we do online we everything uh-huh and it's only gonna get worse with an estimated one trillion Internet connected devices in the world by 2015 real life and the digital universe will soon become one like in the matrix not the matrix Minority Report in 2010 General Motors filed a patent for billboards that target passing vehicles based on data from their onboard navigation systems [Music] they want to show you ads based on where you're going or how long you've been driving they even plan on working out the age and sex of vehicle occupants through voice analysis that's right your GPS would be listening to you it's not cool been companies like axiom are selling your data right now we have sixteen hundred elements including ethnic and behavioral categories and with more sources than ever before our accuracy is unparalleled they're making a mint out of your information so am i jeez then can't you see where this is going [Music] it's 20 crows everything he does is weird okay let me get some help here who you I'm an expert experiment what this is TV does it really matter it's not I mean sure it's great to get advertising that's particularly relevant to you but now the companies know more about you and your behavior than you could possibly imagine they target you when you're at your most vulnerable and open to suggestions it's not that you're actually getting the best products you're getting the best marketed products what about if this company that has all your information sells it illegally like t-mobile did in 2009 in the UK ice cream I think we lost him in Europe they're trying to fight back against this sort of thing with laws that force companies to tell you what data they're going to collect and what they want to do with it but in Australia you're pretty much on your own so if you don't want to be bombarded with personalized ads well don't sign up to loyalty programs install tracker blocking software on your computer only use cash turn location services off on your mobile and that way advertisers won't be able to target you I'm not bloody pregnant alright that's that video so I've decided to include an example here for you so again our prompt is to summarize the scenario where data mining could be used in healthcare banking or insurance and a topic example I thought of is in the banking industry financial institutions could use data mining to identify customers that would be most likely to accept a debt consolidation loan and to strengthen my topic I'd list examples of the types of data that might be useful for identifying meaningful patterns and if you go to the discussion board I've already posted thread this week on the topic and I've included some of those examples of data so you can get an idea kind of what we're looking for for this discussion all right so let's look at exercise one the first part of this exercise is to access the VDI environment and the way you get to that is by when you are on brightspace you're going to go to that module sidebar and you are gonna click the video access link which is all the way down under the module 8 link right there there's a close-up view of it and when you go there you are going to be brought to another link that you click on this brings you actually to the instructions but there's a link in there so when you click on that you're gonna see a screen similar to this and you are gonna look for that stem lab icon there the first time you go in there you may need to choose our class but then it will come up and you will see your virtual desktop and you are looking for the jump pro 12 icon which is right there click on that it will open the program you can close out of this tip of the day pop-up box that comes up here that's this one it's gonna come up every time you open it so just X out of that and to get to that data this is all outlined in the documents that are included in your exercise you are gonna go to this help on that on the toolbar up there go to help and scroll down to a sample data and it's gonna bring up a bunch of different types of data it's this sheet back here so you're just gonna scroll through and find that one I believe the first one for the first exercise is denim so you just find that click on that and then you're just gonna follow along the instructions on those documents that are included with the exercise and they look like this I just wanted to show them to you so we're gonna be doing activity to an activity 3 for this assignment and again these are located in brightspace on the module 1 exercise scream there this first part here shows exactly what we just did to find the data type that we're looking for and then as you can see as we look through here it walks you through every step of the exercise their first ones two pages long this is kind of what we're gonna be talking about in your paper so that's that one and let's quickly look at exercise 3 here so activity 3 is describing numerical data and this one's 3 pages long and we're using a different kind of data or a different data set this time this time we're gonna be looking for big class so you're gonna go through those same steps we did to get that other set of data that we looked at so if you can't remember how to do that just go to that activity to document and that'll walk it through it and then again this walks you through every step that you're gonna be looking for they have folded a lot of the important things that you're looking for they're kind of your landmarks there so that makes it easy and then it ends with the report that we're gonna create and what you are expected to do here so those are the two supporting documents for that assignment and then our last task for the week is to look at our final project so because actually we're going to be working on a final project throughout the term your final project is a combination of all of your milestones so we're gonna be working on it throughout the term so I think it's good that we start thinking about it from the very start so the overview of the final project the assessment of this course is the creation of a recommendation that is specifically catered to a given audience the purpose of this project is to showcase your understanding of foundational and data concepts the project includes four milestones and those are going to be submitted modules two three six and seven and then your final project is gonna be submitted and modulate to help us out with this a few classes ago I started creating a milestone and final project discussion forum in the general area of the discussion board where I posted some guidance some topics different things like that to kind of help you through this processes we're working on throughout the term there's also a great place to share questions and different insights that you have is for your fellow students as you are working your way through this process so I've already created that for our site for the class so I just want to show that to you real quick it looks like this it's called milestone a final project discussion forum and again it's in the general area there there's a little introductory post there's a post about using APA and then there's a link to the owl Purdue resource where it's got all kinds great information about APA style and how to cite things and how to reference things so that's a really great resource and then another little guidance about writing in your paper you know different tips for that so that is that so if you have questions post them here if you have questions about the milestones for the final projects I should say post them here if you have breakthroughs insights great things like that also feel free to post them there as well and I think we'll get some great discussion going on there too so those are our topics for the week good luck as you're working your way through this and have a great week you