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 analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 75,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.