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University of Science and Technology of Southern Philippines
Alubijid | Cagayan de Oro | Claveria | Jasaan | Oroquieta | Panaon
Name: Jerry Paul N. Daya Section: ________________
Course code: MIT504
Course Description: Advanced Database Management System
Introduction to Data Mining
Objectives:
To identify the various applications of data mining.
To enumerate the major issues in Data mining.
1. Discuss how data mining is applied in each area as enumerated below:
a. Marketing
b. Health care
c. Education
d. Retail industry
e. Banking
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a. Marketing- Data mining is used to explore increasingly large databases and to
improve market segmentation. By analysing the relationships between
parameters such as customer age, gender, tastes, etc., it is possible to guess
their behaviour in order to direct personalised loyalty campaigns. Data
mining in marketing also predicts which users are likely to unsubscribe from
a service, what interests them based on their searches, or what a mailing list
should include to achieve a higher response rate.
b. Health care- Data mining enables more accurate diagnostics. Having all of the
patient's information, such as medical records, physical examinations, and
treatment patterns, allows more effective treatments to be prescribed. It
also enables more effective, efficient and cost-effective management of
health resources by identifying risks, predicting illnesses in certain segments
of the population or forecasting the length of hospital admission. Detecting
fraud and irregularities, and strengthening ties with patients with an
enhanced knowledge of their needs are also advantages of using data mining
in health care
c. Education- Educational Data Mining is an emerging discipline, concerned with
developing methods for exploring the unique and increasingly large-scale data that
come from educational settings and using those methods to better understand
students, and the settings which they learn in.
Whether educational data is taken from students’ use of interactive learning
environments, computer-supported collaborative learning, or administrative data
from schools and universities, it often has multiple levels of meaningful hierarchy,
which often need to be determined by properties of the data itself, rather than in
advance. Issues of time, sequence, and context also play important roles in the
study of educational data.
d. Retail Industry - Supermarkets, for example, use joint purchasing patterns to identify
product associations and decide how to place them in the aisles and on the shelves.
Data mining also detects which offers are most valued by customers or increase
sales at the checkout queue.
e. Banking - Banks use data mining to better understand market risks. It is commonly
applied to credit ratings and to intelligent anti-fraud systems to analyse
transactions, card transactions, purchasing patterns and customer financial data.
Data mining also allows banks to learn more about our online preferences or
habits to optimise the return on their marketing campaigns, study the performance
of sales channels or manage regulatory compliance obligations.
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2. Although data mining has gained popularity in today’s world as it has a lot of
advantages, it also has significant number of issues. List down at least three (3) issues
and explain.
1. Privacy Issues
- The concerns about the personal privacy have been increasing enormously recently
especially when the internet is booming with social networks, e-commerce, forums, blog.
Because of privacy issues, people are afraid of their personal information is collected and
used in an unethical way that potentially causing them a lot of troubles. Businesses collect
information about their customers in many ways for understanding their purchasing
behaviors trends. However, businesses don’t last forever, some days they may be acquired
by other or gone. At this time, the personal information they own probably is sold to other
or leak.
2. Security issues
- Security is a big issue. Businesses own information about their employees and customers
including social security number, birthday, payroll and etc. However how properly this
information is taken care is still in questions. There have been a lot of cases that hackers
accessed and stole big data of customers from the big corporation such as Ford Motor
Credit Company, Sony… with so much personal and financial information available, the
credit card stolen and identity theft become a big problem.
3. Misuse of information/inaccurate information
- Information is collected through data mining intended for the ethical purposes can be
misused. This information may be exploited by unethical people or businesses to take
benefits of vulnerable people or discriminate against a group of people.

Unformatted Attachment Preview

University of Science and Technology of Southern Philippines Alubijid | Cagayan de Oro | Claveria | Jasaan | Oroquieta | Panaon Name: Jerry Paul N. Daya Course code: MIT504 Section: ________________ Course Description: Advanced Database Management System Introduction to Data Mining Objectives: • • To identify the various applications of data mining. To enumerate the major issues in Data mining. 1. Discuss how data mining is applied in each area as enumerated below: a. Marketing b. Health care c. Education d. Retail industry e. Banking a. Marketing- Data mining is used to explore increasingly large databases and to improve market segmentation. By analysing the relationships between parameters such as customer age, gender, tastes, etc., it is possible to guess their behaviour in order to direct personalised loyalty campaigns. Data mining in marketing also predicts which users are likely to unsubscribe from a service, what interests them based on their searches, or what a mailing list should include to achieve a higher response rate. b. Health care- Data mining enables more accurate diagnostics. Having all of the patient's information, such as medical records, physical examinations, and treatment patterns, allows more effective treatments to be prescribed. It also enables more effective, efficient and cost-effective management of health resources by identifying risks, predicting illnesses in certain segments of the population or forecasting the length of hospital admission. Detecting fraud and irregularities, and strengthening ties with patients with an enhanced knowledge of their needs are also advantages of using data mining in health care c. Education- Educational Data Mining is an emerging discipline, concerned with developing methods for exploring the unique and increasingly large-scale data that come from educational settings and using those methods to better understand students, and the settings which they learn in. Whether educational data is taken from students’ use of interactive learning environments, computer-supported collaborative learning, or administrative data from schools and universities, it often has multiple levels of meaningful hierarchy, which often need to be determined by properties of the data itself, rather than in advance. Issues of time, sequence, and context also play important roles in the study of educational data. d. Retail Industry - Supermarkets, for example, use joint purchasing patterns to identify product associations and decide how to place them in the aisles and on the shelves. Data mining also detects which offers are most valued by customers or increase sales at the checkout queue. e. Banking - Banks use data mining to better understand market risks. It is commonly applied to credit ratings and to intelligent anti-fraud systems to analyse transactions, card transactions, purchasing patterns and customer financial data. Data mining also allows banks to learn more about our online preferences or habits to optimise the return on their marketing campaigns, study the performance of sales channels or manage regulatory compliance obligations. 2. Although data mining has gained popularity in today’s world as it has a lot of advantages, it also has significant number of issues. List down at least three (3) issues and explain. 1. Privacy Issues - The concerns about the personal privacy have been increasing enormously recently especially when the internet is booming with social networks, e-commerce, forums, blog. Because of privacy issues, people are afraid of their personal information is collected and used in an unethical way that potentially causing them a lot of troubles. Businesses collect information about their customers in many ways for understanding their purchasing behaviors trends. However, businesses don’t last forever, some days they may be acquired by other or gone. At this time, the personal information they own probably is sold to other or leak. 2. Security issues - Security is a big issue. Businesses own information about their employees and customers including social security number, birthday, payroll and etc. However how properly this information is taken care is still in questions. There have been a lot of cases that hackers accessed and stole big data of customers from the big corporation such as Ford Motor Credit Company, Sony… with so much personal and financial information available, the credit card stolen and identity theft become a big problem. 3. Misuse of information/inaccurate information - Information is collected through data mining intended for the ethical purposes can be misused. This information may be exploited by unethical people or businesses to take benefits of vulnerable people or discriminate against a group of people. Name: Description: ...
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