About this paper
What makes a good modeler (or data miner, or analyst)? While many skills are useful, the most important traits are curiosity, creativity and intuition for how to answer important questions using data. Curiosity and creativity are arguably inborn, but intuition for data comes from time spent exploring it. Exploratory analysis is a crucial part of any data mining project. This white paper illustrates the process by exploring the house file of a catalog retailer in preparation for building response models and segmenting customers. The author is Michael Berry, co-founder of Data Miners Inc., and Business Intelligence Director at TripAdvisor for Business.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 80,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world The Power to Know® .