Data Analytics: Introduction to Classification

Using the Story-Centred-Curriculum, you will work as a data analyst as a member of the Blackwell Electronics eCommerce Team. Blackwell Electronics has been a successful consumer electronics retailer in the southeastern United States for over 40 years. Last year, the company launched an eCommerce website. Your job is to use data mining and machine-learning techniques to investigate the patterns in customer sales data and provide insight into customer buying trends and preferences. The inferences you draw from the patterns in the data will help the business make data-driven decisions about sales and marketing activities.

Course leader

Dr. Ester Bernadó

Target group

This course is ideal for all students interested in how the human mind works and the use of neurologic processes and (body) language in coaching, management and influencing people.

This course is designed for business and technology professionals who aim at getting a first introduction to data analysis.

Course aim

Upon completion of this course you will be able to:

Use data mining tools to investigate patterns in complex data sets.
Preprocess data for data mining (e.g., transforming numeric values to nominal values, discretizing data.
Use decision tree and instance-based learning classifiers to investigate classification problems.
Apply cross-validation methods.
Interpret and draw inferences from the results of data mining.
Assess the predictive performance of classifiers by examining key error metrics.
Identify where learning methods fail and gain insight into why with error analysis
Compare and select different predictive models.
Apply predictive models to test sets.
Draw relationships between learner performance and measured features to help understand model performance.
Report data mining results to management