269 Business Intelligence Technologies â Data Mining (See pages ...

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Reading list:1. Course IntroductionCases:• A Case Study in Business Data Mining – Bank of America (textbook pp. 22-25)• A Wireless Communication Company Makes the Right Connections (textbook pp.34-39)• Neural Networks and Decision Trees Drive SUV Sales (textbook pp. 39-42)Textbook: Chapter 1, 2, 32. Modeling Data in OrganizationsTextpak:• Modeling Data in the Organization (available from Study.net)3. Building Business Intelligence using Queries, Data WarehouseOptional Reading:• Introduction to Structured Query Language (on course website)• Microsoft Access tutorial (link on course website)4. Market Basket Analysis, Association RulesTextbook: Chapter 4, 9Additional reading posted on course website5. Market Segmentation, ClusteringCases:• Clustering Town – The Boston Globe (textbook pp. 374-380)Textbook: Chapter 11, 176. Predication, Classification, Decision TreeTextbook: Chapter 6Additional reading posted on course website7. Personalization, k-Nearest NeighborsCases:• Polyphonic HMI: Mixing Music and Math (HBS case, available from Study.net)4
Textbook: Chapter 8, 128. Financial Prediction, Neural NetworksTextbook: Chapter 7Additional reading posted on course website9. Link Analysis, Web Mining, Search Engine MarketingCases:• MedNet.com Confronts “Click-Through” Competitionet (HBS case, available fromStudy.net)• Google Advertising (HBS case, available from Study.net)Textbook: Chapter 105
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269 Business Intelligence Technologies â Data Mining (See pages ...