Data Mining - Concepts and Techniques.

A new Ensemble Empirical Mode Decomposition (EEMD) is presented. This new approach consists of sifting an ensemble of white noise-added signal (data) and treats the mean as the final true result. Finite, not infinitesimal, amplitude white noise is necessary to force the ensemble to exhaust all possible solutions in the sifting process, thus making the different scale signals to collate in the proper intrinsic mode functions (IMF) dictated by the dyadic filter banks. As EEMD is a time–space analysis method, the added white noise is averaged out with sufficient number of trials; the only persistent part that survives the averaging process is the component of the signal (original data), which is then treated as the true and more physical meaningful answer. The effect of the added white noise is to provide a uniform reference frame in the time–frequency space; therefore, the added noise collates the portion of the signal of comparable scale in one IMF. With this ensemble mean, one can separate scales naturall...

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Ensemble empirical mode decomposition: a noise-assisted data analysis method

MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Marketing for management.

1. Introduction and Overview. 2. Detecting Influential Observations and Outliers. 3. Detecting and Assessing Collinearity. 4. Applications and Remedies. 5. Research Issues and Directions for Extensions. Bibliography. Author Index. Subject Index.

Regression Diagnostics: Identifying Influential Data and Sources of Collinearity

The measurement of meaning

The credit card industry has been growing rapidly recently, and thus huge numbers of consumers' credit data are collected by the credit department of the bank. The credit scoring manager often evaluates the consumer's credit with intuitive experience. However, with the support of the credit classification model, the manager can accurately evaluate the applicant's credit score. Support Vector Machine (SVM) classification is currently an active research area and successfully solves classification problems in many domains. This study used three strategies to construct the hybrid SVM-based credit scoring models to evaluate the applicant's credit score from the applicant's input features. Two credit datasets in UCI database are selected as the experimental data to demonstrate the accuracy of the SVM classifier. Compared with neural networks, genetic programming, and decision tree classifiers, the SVM classifier achieved an identical classificatory accuracy with relatively few input features. Additionally, combining genetic algorithms with SVM classifier, the proposed hybrid GA-SVM strategy can simultaneously perform feature selection task and model parameters optimization. Experimental results show that SVM is a promising addition to the existing data mining methods.

http://nlg.csie.ntu.edu.tw/~cjwang/publications/Credit%20Card%20Scoring%20with%20a%20Data%20Mining%20Approach%20Based%20on%20Support%20Vector%20Machine.pdf

Credit scoring with a data mining approach based on support vector machines

Short-term passenger flow forecasting is a vital component of transportation systems. The forecasting results can be applied to support transportation system management such as operation planning, and station passenger crowd regulation planning. In this paper, a hybrid EMD–BPN forecasting approach which combines empirical mode decomposition (EMD) and back-propagation neural networks (BPN) is developed to predict the short-term passenger flow in metro systems. There are three stages in the EMD–BPN forecasting approach. The first stage (EMD Stage) decomposes the short-term passenger flow series data into a number of intrinsic mode function (IMF) components. The second stage (Component Identification Stage) identifies the meaningful IMFs as inputs for BPN. The third stage (BPN Stage) applies BPN to perform the passenger flow forecasting. The historical passenger flow data, the extracted EMD components and temporal factors (i.e., the day of the week, the time period of the day, and weekday or weekend) are taken as inputs in the third stage. The experimental results indicate that the proposed hybrid EMD–BPN approach performs well and stably in forecasting the short-term metro passenger flow.

https://ir.nctu.edu.tw:443/bitstream/11536/15539/1/000300964100010.pdf

Forecasting the short-term metro passenger flow with empirical mode decomposition and neural networks

The purposes of this study are to examine whether perceived playfulness and perceived flow would mediate the relationships among website quality, customer satisfaction, and purchase intention, as well as to assess the degree of reciprocity between perceived playfulness and perceived flow in an online travel agency context. This study suggested a research framework for testing the relationships among the constructs based on the stimulus-organism-response framework. In addition, this study developed a non-recursive model. After validating the measurement scales, empirical analyses were conducted using structural equation modelling. The findings confirm that website quality affects customers' perceived playfulness and perceived flow, and in turn, would influence their satisfaction and purchase intention. Notably, this study finds that the service quality is more important than information and system quality in influencing customer satisfaction and purchase intention. Furthermore, the study reveals that the relationship between perceived playfulness and perceived flow is reciprocal. Based on the findings, the implications are discussed in the paper and directions for future research are also highlighted.

https://ir.nctu.edu.tw:443/bitstream/11536/20722/1/000311507900006.pdf

The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators

The credit industry is concerned with many problems of interest to the computation community. This study presents a work involving two interesting credit analysis problems and resolves them by applying two techniques, neural networks (NNs) and genetic algorithms (GAs), within the field of evolutionary computation. The first problem is constructing NN-based credit scoring model, which classifies applicants as accepted (good) or rejected (bad) credits. The second one is better understanding the rejected credits, and trying to reassign them to the preferable accepted class by using the GA-based inverse classification technique. Each of these problems influences on the decisions relating to the credit admission evaluation, which significantly affects risk and profitability of creditors. From the computational results, NNs have emerged as a computational tool that is well-matched to the problem of credit classification. Using the GA-based inverse classification, creditors can suggest the conditional acceptance, and further explain the conditions to rejected applicants. In addition, applicants can evaluate the option of minimum modifications to their attributes.

Credit scoring and rejected instances reassigning through evolutionary computation techniques

During the past decade, there have been a variety of significant developments in data mining techniques. Some of these developments are implemented in customized service to develop customer relationship. Customized service is actually crucial in retail markets. Marketing managers can develop long-term and pleasant relationships with customers if they can detect and predict changes in customer behavior. In the dynamic retail market, understanding changes in customer behavior can help managers to establish effective promotion campaigns. This study integrates customer behavioral variables, demographic variables, and transaction database to establish a method of mining changes in customer behavior. For mining change patterns, two extended measures of similarity and unexpectedness are designed to analyze the degree of resemblance between patterns at different time periods. The proposed approach for mining changes in customer behavior can assist managers in developing better marketing strategies.

http://didawiki.cli.di.unipi.it/lib/exe/fetch.php/dm/miningcustomerbehavior.pdf

Mu-Chen Chen

Papers

Credit scoring with a data mining approach based on support vector machines

Forecasting the short-term metro passenger flow with empirical mode decomposition and neural networks

The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators

Credit scoring and rejected instances reassigning through evolutionary computation techniques

Mining changes in customer behavior in retail marketing