Data mining as a discipline is largely invisible; we rarely notice that it’s happening. But when we sign up for a credit card, make an online purchase, or use the internet, we are generating data stored in massive data warehouses. Inside this data lies indicators of our interests, our habits, and our behaviors.
Data mining allows people to find and understand those patterns to make informed decisions and better serve their customers. But there are also worries about the practice of data mining. Privacy groups are vocal about companies who hoard vast quantities of data, some of which can be personal.
The intent of this book is to introduce you to concepts and practices common in data mining.