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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Determine purpose of data mining
   • Identify and review relevant client or organisational requirements for data mining
   • Confirm potential uses of data mining outcomes and recommendations
   • Recognise privacy and other requirements within current legislation, regulation and organisational policy that impact on data mining activities
2. Identify data sources
   • Identify available data sources from public, client and organisation systems
   • Negotiate access rights and intellectual property release for relevant data sources
   • Rank and prioritise data sources for validity, reliability and completion rates
3. Apply data mining techniques
   • Select appropriate tools and techniques suitable for the type and expected degree of complexity in data analysis
   • Classify data according to relevant factors including type, content, relationships, location, demographics and maturity
   • Analyse data to identify patterns, clusters and relationships
   • Use suitable graphical tools to visualise aggregated data
4. Report and recommend on findings
   • Assess results of data mining against requirements in order to draw relevant insights
   • Weight insights for reliability and validity
   • 4.3 Report data mining process and outcomes in suitable format to support the organisation's knowledge base
   • Document lessons learned during the processes for future use

Performance Evidence

Evidence of the ability to:

determine data mining requirements from client and organisational sources

negotiate intellectual property rights release

apply current industry tools and techniques to a current customer data set to identify patterns and cluster trends

prepare graphical representation of data patterns

make recommendations based on an analysis of data mining results.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

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Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

list the various uses of data mining in the context of marketing communications

identify privacy and other relevant legislation related to public and private data

explain the terms 'data validity', 'reliability' and 'completion'

compare the characteristics of public, client and organisational data sets

identify and list the uses of current industry tools and techniques used in data mining.

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