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# 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.

 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
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