ITC516 Data Mining for Business Intelligence

Published : 21-Sep,2021 | Views : 10

Question:

Reviewing the first couple of dozen rules, comment on the rules redundancy and how you would assess the rules utility.What would be the impact to the resulting rules if the Minimum Confidence (%) was raised to 75? Discuss why this occurs.

This item requires the dataset EastWestAirlinesCluster.xls which can be found on the subject Interact site.The dataset EastWestAirlinesCluster.xls contains information on 3999 passengers who belong to an airline frequent flier program. For each passenger the data include information on their mileage history and on different ways they accrued or spent miles in the last year. The goal is to try to identify clusters of passengers that have similar characteristics for the purpose of targeting different segments for different types of mileage offers.
a) Apply hierarchical clustering with Euclidean distance and Ward's method. Make sure to normalize the data first. How many clusters appear
b) What would happen if the data were not normalized
c) Compare the cluster centroid to characterize the different clusters, and try to give each cluster a label.
d) Use K-means clustering with the number of clusters that you found above. Does the same picture emerge
e) Which clusters would you target for offers, and what types of offers would you target to customers in that cluster.

Answer:

Record ID	Cluster ID	Dist. Clust-1	Dist. Clust-2	Dist. Clust-3	Balance	Qual_miles	cc1_miles	cc2_miles	cc3_miles	Bonus_miles	Bonus_trans	Flight_miles_12mo	Flight_trans_12
1	2	6.641091178	0.693771656	3.210742562	28143	0	1	1	1	174	1	0	0
2	2	6.621552061	0.637048677	3.176160506	19244	0	1	1	1	215	2	0	0
3	2	6.448456596	0.414484195	2.930739836	41354	0	1	1	1	4123	4	0	0
4	2	6.673519226	0.730931609	3.240680807	14776	0	1	1	1	500	1	0	0
5	3	4.140563714	3.738240685	1.770265644	97752	0	4	1	1	43300	26	2077	4
6	2	6.717414006	0.813978698	3.305356685	16420	0	1	1	1	0	0	0	0
7	3	5.668697366	2.599740077	1.039396898	84914	0	3	1	1	27482	25	0	0
8	2	6.23323506	0.419242432	2.949288966	20856	0	1	1	1	5250	4	250	1
9	1	7.502626115	9.578270793	8.986436205	443003	0	3	2	1	1753	43	3850	12
10	3	4.546076956	3.01726127	1.461784365	104860	0	3	1	1	28426	28	1150	3
11	2	6.143645783	0.803681516	2.11531854	40091	0	2	1	1	7278	10	0	0
12	3	6.086809303	3.944375492	1.420260353	96522	0	5	1	1	61105	19	0	0
13	2	5.879327947	1.597087567	1.815639673	43382	0	2	1	1	11150	20	0	0
14	2	6.375569534	0.32594779	2.842954562	43097	0	1	1	1	3258	6	0	0
15	2	6.714106589	0.810090751	3.30192712	17648	0	1	1	1	0	0	0	0
16	3	6.063449542	2.963549627	1.104133816	28495	0	4	1	1	49442	15	0	0
17	3	5.978608762	2.981508956	0.900448795	51890	0	4	1	1	48963	16	0	0
18	2	6.480634156	0.459860315	2.952124986	13958	0	1	1	1	4291	5	0	0
19	3	5.755249183	2.073751483	0.784950902	91473	0	3	1	1	27408	17	0	0
20	2	6.352379967	1.442107936	2.091400411	23354	0	3	1	1	10447	5	0	0
21	3	5.539226553	4.09337028	1.436009084	120576	0	5	1	1	58831	23	250	2
22	1	3.693648589	3.921028711	4.170146736	185681	2024	1	1	1	13300	16	1800	9
23	1	3.581692642	3.613949238	4.423216655	20584	0	1	1	1	3450	11	3450	11
24	2	5.933662611	0.574730981	2.599082656	66275	0	1	1	1	2533	11	150	1
25	2	4.674234264	2.458325995	2.783791782	205651	500	1	1	1	4025	21	700	4
26	2	6.525916044	0.482849362	3.040256385	20726	0	1	1	1	1375	4	0	0
27	2	5.850680325	0.99225098	3.231038914	18521	0	1	1	1	1227	2	1227	2
28	2	6.738315043	0.841541653	3.327472072	8828	0	1	1	1	0	0	0	0
29	3	5.53658703	2.327085932	0.781887719	59763	0	3	1	1	33772	20	100	1
30	2	5.992112187	0.418825379	2.781498431	19221	0	1	1	1	4655	8	500	1
31	3	5.775846649	2.160936097	1.27905345	177926	0	3	1	1	20797	13	0	0
32	2	6.734979164	0.83682151	3.323893552	10021	0	1	1	1	0	0	0	0
33	3	5.717616877	3.902870166	1.774854473	276571	0	4	1	1	42044	23	0	0
34	2	6.668315621	0.722614721	3.239239279	18047	0	1	1	1	100	1	0	0
35	2	6.648509612	0.769600887	3.238862137	43832	0	1	1	1	0	0	0	0
36	3	3.803641129	3.955647797	2.085210602	123759	0	4	1	1	50572	23	2500	5
37	2	5.850331324	0.78055309	3.093658697	23193	0	1	1	1	650	4	550	3
38	2	6.052685453	0.699218141	3.071191607	68666	0	1	1	1	350	2	350	2
39	3	5.820997736	2.03382363	0.903781323	59990	0	3	1	1	27878	17	0	0
40	2	6.757265474	0.870346719	3.348122716	2176	0	1	1	1	0	0	0	0
41	2	6.129813943	0.424734383	2.984851324	34616	0	1	1	1	1750	4	500	1
42	3	5.953198605	3.263953216	1.339017409	10470	0	4	1	1	38094	26	0	0
43	1	3.121102498	3.709494595	3.891974583	60313	0	1	1	1	10000	26	3250	9
44	3	7.115365479	5.954325066	5.19180082	619393	0	3	1	1	15008	14	0	0
45	3	5.723502039	2.08114914	1.011406393	121260	0	3	1	1	18493	18	0	0
46	2	4.175549727	3.294466874	3.304492118	288865	967	1	1	1	23600	14	2000	4
47	2	6.139175562	0.908766353	2.130726515	92336	0	2	1	1	11214	6	0	0
48	2	5.927228556	0.431761131	2.806549007	36924	0	1	1	1	5900	6	300	2
49	3	5.285002813	2.632445909	0.905214567	70312	0	3	1	1	34678	24	500	1
50	2	5.493597013	1.188253007	3.215326174	17051	0	1	1	1	1150	4	1150	4
51	1	4.249537225	4.592374097	5.253215026	108137	0	1	1	1	6368	5	6368	5
52	2	6.712912913	0.793117543	3.284997435	1300	0	1	1	1	370	1	0	0
53	3	5.81541847	4.308702027	2.099229035	118531	0	4	1	1	44577	38	0	0
54	2	5.538011001	0.945042555	2.650811105	121395	0	1	1	1	4970	8	650	2
55	2	6.661462833	0.771040774	3.2504528	38348	0	1	1	1	0	0	0	0
56	2	6.465860624	0.443037906	2.956813631	14448	0	1	1	1	1625	6	0	0
57	3	5.947039227	2.595115591	0.738900843	75971	0	4	1	1	34339	14	0	0
58	2	5.72421974	0.72848062	2.961757014	36298	0	1	1	1	3100	5	600	3
59	3	6.112219004	1.874221984	1.450999217	38077	0	3	1	1	34024	8	0	0
60	3	3.465196062	3.242830344	2.329758415	95118	0	3	1	1	23188	23	2200	7
61	3	5.810339797	1.897450071	1.220227291	134457	0	3	1	1	15588	14	0	0
62	2	6.171534924	0.82904814	2.452909011	19918	0	1	1	1	17601	11	0	0
63	2	6.7347032	0.836436145	3.323598314	10120	0	1	1	1	0	0	0	0
64	2	6.175834023	3.34180492	3.391149373	362642	0	1	1	1	28079	8	0	0
65	2	6.476713245	0.690674122	3.044414449	80250	0	1	1	1	895	2	0	0
66	1	4.542684093	9.473804923	8.809130547	53914	0	3	1	1	33767	45	5550	29
67	2	6.444010397	0.475250137	2.926823317	9375	0	1	1	1	1750	7	0	0
68	3	5.847192692	2.776394795	0.526235305	83237	0	4	1	1	35287	18	0	0
69	3	5.793916086	2.533883437	1.602258108	230715	0	3	1	1	24047	12	0	0
70	3	5.94330641	1.745322716	1.38491665	47457	0	3	1	1	12621	16	0	0
71	2	6.990355987	6.593239585	6.636923925	84409	5031	2	1	1	15436	16	1150	4
72	3	5.866581721	3.377173326	1.5802066	252386	0	4	1	1	39787	13	0	0
73	3	6.604549917	5.274661975	4.556976046	550367	0	3	1	1	12500	13	50	1
74	2	5.712089395	1.042284364	3.188029579	12646	0	1	1	1	631	4	631	4
75	3	5.709679972	2.133397807	0.823958111	123867	0	3	1	1	25308	17	0	0
76	3	5.670661705	2.34892702	1.171595584	129871	0	3	1	1	15776	22	0	0
77	2	5.91497581	1.236036323	2.35277385	109380	0	1	1	1	7537	16	0	0
78	3	5.782952544	2.831520848	0.483241511	111157	0	4	1	1	32883	19	0	0
79	3	5.92402361	2.803809399	0.751152851	49238	0	4	1	1	38037	18	0	0
80	3	6.020095436	4.256330797	2.05559958	38896	0	5	1	1	76988	16	556	1
81	2	6.374349588	1.297085018	2.651088172	4340	0	1	1	1	32685	5	0	0
82	2	5.479303391	1.125685299	3.084692694	88443	0	1	1	1	1200	3	1200	3
83	2	6.392502568	0.555355424	2.878854894	8454	0	1	1	1	498	9	0	0
84	2	6.347112674	0.387519318	2.839684399	61990	0	1	1	1	1625	6	0	0
85	2	6.402497	0.386411897	2.879902081	24093	0	1	1	1	1750	7	0	0
86	3	5.360927358	3.885368752	1.673668565	35418	0	5	1	1	58557	18	900	3
87	2	6.383029389	0.389210147	2.812106526	40284	0	1	1	1	7719	5	0	0
88	3	5.473686568	6.388509085	5.420491826	609477	0	3	1	1	21422	22	1200	8
89	2	5.453760214	1.26463676	1.861092218	62553	0	2	1	1	7672	16	700	1
90	2	6.077800474	0.40926104	2.917191378	48433	0	1	1	1	3500	4	500	1
91	2	4.954408616	1.592647251	2.812608982	20508	0	1	1	1	22250	8	1250	5
92	2	5.253200422	1.637237569	3.414135863	2000	0	1	1	1	2000	4	2000	4
93	3	5.777767614	3.17790489	0.86846683	78629	0	4	1	1	36679	25	0	0
94	2	5.148382888	1.510777178	2.969914104	143566	0	1	1	1	5000	5	1500	3
95	1	4.302995122	7.815917303	5.90684882	185549	0	5	1	1	110859	39	2950	16
96	2	6.163826603	1.070294323	2.631568855	16796	0	1	1	1	2875	16	0	0
97	2	5.930671172	1.751462253	2.486588729	57346	0	1	1	1	5560	23	0	0
98	3	5.86118923	2.921536644	0.578523039	102062	0	4	1	1	44247	16	0	0
99	2	6.52159374	0.475752044	3.03563577	22324	0	1	1	1	1375	4	0	0
100	3	5.929672696	1.700761754	1.198061814	64824	0	3	1	1	20184	13	0	0