SAS Institute defines the concept of Data Mining as the process of Selecting, Exploring, Modifying, Modeling and Assessing large amounts of data in order to discover unknown patterns that may be used as a comparative advantage over competitors. This process is summarized with the acronym SEMMA. The following figure illustrates the phases of the data mining process according to SAS Institute. (Pérez, p.7)
Data mining is included in a larger process called Knowledge Discovery in Database (KDD). Data Mining is strictly restricted to obtaining models, subtracting the previous stages and Data Mining itself as instances of the KDD. The following figure presents the scheme for the generation of knowledge in KDD databases (Vieira, p.15)
The following video presents what data mining is and what it is for entrepreneurs.
Bibliography
- Pérez López, César. Data mining: techniques and tools, Editorial Paraninfo, 2007.Vieira Braga, Luis Paulo and Others. Introduction to Data Mining, Editora E-papers, 2009.
