UNIVERSITI UTARA MALAYSIA

KL CAMPUS

COURSE : BPMN 6053: MANAGEMENT

INFORMATION SYSTEM

TOPIC : CASE STUDY – DATA MINING CASE

NAME : CHANDRAN A/L PACHAPAN

MATRIC NO. : 807388

NAME : LACHMI DEWI A/P ANNAMALAI

MATRIC NO. : 804264

NAME : GANESH A/L LETCHUMANAN

MATRIC NO. : 805442

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TABLE OF CONTENT

INTRODUCTION……………………………………………………………………….2

1. CASE STUDY :MINING DINING DATA…………………………………………..…3

2. SOLUTIONS…………………………………………………………………………..4-6

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INTRODUCTION

WHAT IS DATA MINING?

• Tools used to find hidden patterns and relationships in large databases and
infers rules from them to predict future behavior
• Types of information obtainable from data mining include
• Associations: Occurrences linked to single event.65% of customer who
buys cicak will buys bbq sauce.
• Sequences: Events linked over time. When a house is purchased, a new
TV will be purchased two weeks later 65% of the time.
• Classifications: Patterns describing a group an item belongs to. List of
characteristics of non defaulter.
• Clusters: Discovering as yet unclassified groupings. Discover new groups.
• Forecasting: Uses series of values to forecast future values. Predicting the
future.

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DATA MINING TABLE 1

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SOLUTIONS

Question 1

1. Einstein/ Noah Bagel

2. Red Robin International:
3. Harrah's Entertainment;
4. AFC Enterprises:
5. Pizzeria UNO

Justification:

Noah Bagel
Noah Bagel must have the latest information in its data warehouse because, it keep
close track of real time information and based on the latest information changes its
cross-selling strategy.

Red Robin International

It uses data warehousing information to place items on its menu. In addition, it also
uses data warehousing information to identify instances of cannibalization and takes
measures to avoid such situation.

Harrah's Entertainment
It uses data warehousing about the preferences of consumers and designs promotions
for them. I have kept it third because the preferences of consumers do not change
rapidly and the information can be used for a period of time.

AFC Enterprises
AFC Enterprises uses consumer information to determine which promotion each
customer will respond to. Once the information is recorded the information remains
stable for some time as customer preferences remain steady.

Pizzeria UNO

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Finally, we have Pizzeria UNO it uses information of the top 20 percent of its customer
requirements to adjust its menu. Since, the information about the top 20 percent does
not change quickly, it has been rated the last.

Question 2

The dimensions of information relating to consumer spending that I would track would
involve:

Hotels
1. Time of year when the customer checks in.
2. Frequency of checking in every year.
3. The duration of stay when the customer checks in.
4. Other spending: Cars, tours, Laundry, & other services.

Restaurants
1. The mean value of meal bills.
2. The preferences for each course.
3. The time at which the customer visits the restaurants.
4. The preferred table.
5. Average tip paid.

Gaming Casinos

1. The games preferred by the customer.

2. Average time spent at each game.
3. The range of money spent at each game.
4. The record of winnings at games.
5. The average money spent at each game visited.

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Question 3

AFC Enterprises collects information about its clients from the information provided by
them when they order deliveries. Also names and addresses can be collected when the
client makes payment by credit card.

The collection of information is ethical when it is collected for deliveries because the
delivery has to be made at the address given. However, the credit card information is
believed to be confidential and so information collected from that is not ethical. The
collection would be ethical if AFC Enterprises asks its clients for permission to collect
information from their credit card details.

Question 4

The positioning is done on the dimensions of whether the cereals are for children, or
adult. The company that has made the cereal: For example Kellogg's cereal are
displayed in one place.

The information on the basis of which grocery stores place different cereals is based on
their personal experience, for example those cereals that sell the most are kept so that
they can be picked up easily. The cereals for children are placed together, based on the
experience of the store owner/manager. The cereals of one company are also placed
together; this decision is taken so that the company salespersons can see that their
products are displayed prominently. It appears that they do not use data warehousing.

Question 5

The data warehouse would have hourly information for every day of the week. Each
hour would have the type of topping sold. Further, every day of the week would also
show the quantity of the type of topping sold. For instance, I could get the result that
tomato toppings were sold the most during the fourth hours of business. During the fifth
hours of business, the largest numbers of mushroom toppings were sold. Further, I
could have the information that on the third day of every week an average of 123 pizzas

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with tomato toppings were sold.

If I wanted to increase the requests for a new topping, the information that would help
me would be to identify customers that tried new toppings. Requesting them to try
mandarin oranges would get a positive response. For this customer wise information
regarding their choice is required. Further, I can also use the time of the day when
customers try out new pizzas can also be effective. New pizza promotions and personal
selling should be tried out at that time.

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