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Tutorial Scenario
In this tutorial, you are an employee of Adventure Works Cycles who has been tasked with
learning more about the company's customers based on historical purchases, and then using that
historical data to make predictions that can be used in marketing. The company has never done
data mining before, so you must create a new database specifically for data mining and set up
several data mining models.
Note:
If you want to create a new data source, click New Data Source to start the Data Source
Wizard.
4. On the Select Tables and Views page, select the following objects, and then click the
right arrow to include them in the new data source view:
o ProspectiveBuyer (dbo) - table of prospective bike buyers
o vTargetMail (dbo) - view of historical data about past bike buyers
5. Click Next.
6. On the Completing the Wizard page, by default the data source view is named
Adventure Works DW2008_##. Change the name to Targeted Mailing ##, and then click
Finish.
The new data source view opens in the Targeted Mailing ##.dsv [Design] tab.
Lab 03 : Building a Targeted Mailing Structure
The Marketing department of Adventure Works Cycles wants to increase sales by targeting
specific customers for a mailing campaign. The company's database, AdventureWorks DW2008,
contains a list of past customers and a list of potential new customers. By investigating the
attributes of previous bike buyers, the company hopes to discover patterns that they can then
apply to potential customers. They hope to use the discovered patterns to predict which potential
customers are most likely to purchase a bike from Adventure Works Cycles.
In this lesson you will use the Data Mining Wizard to create the targeted mailing structure.
After you complete the tasks in this lesson, you will have a mining structure with a single model.
Because there are many steps and important concepts involved in creating a structure, we have
separated this process into the following three tasks:
Creating a Targeted Mailing Mining Model Structure
Specifying the Data Type and Content Type
Specifying a Testing Data Set for the Structure
1. Right-click a node, and select Drill Through then Model Columns Only.
The details for each training case are displayed in spreadsheet format. These details come
from the vTargetMail view that you selected as the case table when building the mining
structure.
2. Right-click a node, and select Drill Through then Model and Structure Columns.
The same spreadsheet displays with the structure columns appended to the end.
Creating Predictions
After you have tested the accuracy of your mining models and decided that you are satisfied with
them, you can create Data Mining Extensions (DMX) prediction queries by using Prediction
Query Builder on the Mining Model Prediction tab in Data Mining Designer.
Prediction Query Builder has three views. With the Design and Query views, you can build and
examine your query. You can then run the query and view the results in the Result view.
Creating the Query
The first step in creating a prediction query is to select a mining model and input table.
To select a model and input table
1. On the Mining Model Prediction tab of Data Mining Designer, in the Mining Model
box, click Select Model.
2. In the Select Mining Model dialog box, navigate through the tree to the Targeted
Mailing structure, expand the structure, select TM_Decision_Tree_##, and then click
OK.
3. In the Select Input Table(s) box, click Select Case Table.
4. In the Select Table dialog box, in the Data Source list, select Adventure Works
DW2008.
5. In Table/View Name, select the ProspectiveBuyer (dbo) table, and then click OK.
The ProspectiveBuyer table most closely resembles the vTargetMail case table.
Mapping the Columns
After you select the input table, Prediction Query Builder creates a default mapping between the
mining model and the input table, based on the names of the columns. At least one column from
the structure must match a column in the external data.
Important:
The data that you use to determine the accuracy of the models must contain a column that can be
mapped to the predictable column.