Lesson 2: Building a Targeted Mailing Structure (Basic Data Mining Tutorial)

The Marketing department of Adventure Works Cycles wants to increase sales by targeting specific customers for a mailing campaign. The company's database, AdventureWorksDW2008R2, contains a list of past customers and a list of potential new customers. By investigating the attributes of previousĀ 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 bikeĀ 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 (Basic Data Mining Tutorial)

Specifying the Data Type and Content Type (Basic Data Mining Tutorial)

Specifying a Testing Data Set for the Structure (Basic Data Mining Tutorial)