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ASSESSMENT 1 BRIEF
Subject Code and Title	DMV302 Data Mining and Visualisation
Assessment	Data mining applications and processes — Report
Individual/Group	Individual
Length	1,000 words (+/– 10%)
Learning Outcomes	The Subject Learning Outcomes demonstrated by the successful completion of the task below include: a) Analyse and apply fundamental principles of data mining to various scenarios. b) Apply data preparation techniques to create data mining models. c) Identify key components of the computing environment for developing data mining models.
Submission	Due by 11.55 pm AEST/AEDT on the Sunday at the end of Module 4.
Weighting	30%
Total Marks	100 marks

Context

In the first three weeks, we explored some key concepts in data mining, including the major tasks that data mining techniques aim to address, typical data mining applications and the general processes in data mining. An understanding of the various types of data, their characteristics and the challenges they pose in data preparation is crucial to perform data mining tasks. This assessment provides an opportunity for you to apply the knowledge and skills you learnt in the first three weeks to a close-to- real-life scenario. You will have an opportunity to show:

• your understanding of typical data mining applications and your ability to identify them in a business context;

• your understanding of and ability to distinguish between typical data mining tasks, including clustering, classification, association analysis and the detection of anomalies;

• your understanding of the various types of data and the need to prepare data for data mining algorithms; and

• Your understanding of the general data mining processes.

Assessment Task

In this assessment, you will undertake a case study and write a report advising a client of any potential data mining applications they can employ in their business. You will also advise them of the types of data that they should collect for the data mining applications you proposed, the general data mining processes and the data preparation techniques typically employed for those types of data.

The report is 1,000 words in length (+/– 10%), and you will need to undertake this assessment individually.

Please refer to the Task Instructions for details on how to complete this task.

Instructions

This assessment is based on a case study. You will need to read the following case scenario and address all the following tasks in a report.

Case Scenario

In 2020, many countries and jurisdictions around the world imposed social gathering restrictions in response to the COVID-19 pandemic. However, as a result, many traditional retail shops struggled to make ends meet and switched to survival mode as they waited for these restrictions to be lifted. Conversely, many online retail platforms, such as Amazon and eBay, experienced phenomenal growth in 2020. During this period, many consumers adapted their shopping behaviour and started to shop online.

Founded in 2015, DDMall is one of the youngest online shopping platforms in Australia. Over the past few years, DDMall has experienced tremendous growth, culminating in a volume of over 4.8 billion transactions in 2020 alone.

DDMall uses a consumer-to-consumer business model, which allows small business owners and individual entrepreneurs to open online stores on their platform to sell products or services to customers. Compared to traditional stores, online stores generally have much greater access to a much wider market while also being much cheaper to operate. With its extremely low upfront costs, this business model has attracted many small business owners and individual entrepreneurs. As of 2020, there are over 300,000 online stores on DDMall’s platform with over 56 million product listings.

DDMall charges its store owners a monthly service fee for the use of its platform and 0.15% of the transactions for items sold on its platform. DDMall provides the following three categories of services to its store owners:

• DDMall is responsible for attracting new customers to shop on its platform and for retaining existing customers. Its strategy is to advertise products precisely to targeted audiences. For example, customers who bought diapers are more likely to buy baby formulas, while the young are more likely to buy computer games than the elderly.

• DDMall also assumes a regulatory role. For example, DDMall is responsible for the removal of copycat or counterfeit products, fraudulent or inaccurate product descriptions. Consumers can request a refund if they find that the products they receive do not match the description or the product itself is counterfeit. DDMall is also responsible for detecting misconduct by shop owners. For example, some store owners ‘hire’ fake consumers to purchase their products and to give them very high ratings and positive reviews.

• DDMall can help store owners to stock and dispatch their products. To do this, DDMall must carefully estimate the demand for products and ensure an appropriate amount of products have been stored. Over stocking lead to unnecessary warehouse costs, while under stocking causes delays in dispatching. The demand for certain products may be seasonal and thus it is not always necessary to keep stock at a constant level throughout the year.

The Chief Technology Officer (CTO) of DDMall is seeking to leverage data mining techniques to help the business grow. You, as a data analyst, have now been engaged to provide an initial report to the CTO addressing a number of tasks assigned to you.

Tasks

Based on the case scenario above, you need to write a report in which you:

• Provide a general description of some data mining processes that DDMall can employ.

• List at least three data mining applications that DDMall or its store owners can employ to help their businesses to operate and grow. For each of the applications, you need to clearly identify the type of data mining algorithm or a category of data mining algorithm (e.g., clustering, association analysis, classification, regression analysis, anomaly detection or text mining). For each application, briefly state how the business will benefit from the data mining application from either DDMall or the store owners’ perspective. Your description of the data mining application should be connected to the case study.

• Identify key components of the computing environment for data mining, including software, hardware and analytical tools, for each data mining application that you identified.

• Describe in as much detail as possible the data that needs to be used for that data mining application, including the type of data, for each data mining application you identified. Your description should be at a granular level; ‘transactional data’ is not an acceptable answer, as it fails to explicitly state what ‘transactional data’ encompasses.

• Discuss the challenges in preparing the data for the corresponding data mining algorithms, and describe typical data preparation techniques to overcome the challenges for each data mining application that you identified and the associated data you described. You can assume that DDMall can collect the data as you described in the normal course of business.

Specifically, your report should include the following (note, word-count details have been provided as approximate guidelines):

1. Title page: Subject code and name, assessment number, report title, assessment due date, word count (actual), student name, student number, Torrens email address, campus facilitator and subject coordinator. Must be formatted to a standard required for a professional/business report. Not included in the word count.

2. Executive summary: Should include the purpose of the report, the problem, including the key issues considered and how they were investigated, your findings, and an overview of your recommendations. This part should be approximately three quarters of an A4 page but must not be longer than one (1) A4 page. Not included in the word count.

3. Table of Contents (ToC): Should list the report topics using decimal notation. It must include main headings and subheadings with corresponding page numbers and use a format that makes the hierarchy of topics clear. As you are including a ToC, the report pages should be numbered in the footer as follows: The title page should have no page number; preliminar pages should use Roman numerals and the main text (from the start of the introduction) should use Arabic numerals (or ‘common numbers’; that is, 1, 2, 3, etc) commencing at 1.

Create the ToC using MS Word’s ToC auto-generator rather than manually typing out the ToC. Instructions can be found here:https://support.office.com/en-gb/article/Create-a-table-of- contents-or-update-a-table-of-contents-eb275189-b93e-4559-8dd9- c279457bfd72#__create_a_table. Not included in the word count.

4. Introduction: Provide a brief description of the organisation as given in the case scenario, including any assumptions, a concise overview of the problem you have been asked to research, the main aim/purpose of the report, the objectives to be achieved by writing the report (include the tasks outlined in the case study) and how you investigated the problem. Provide an outline of the sections of the report. Should be approximately 100 words.

5. Body of the report (use appropriate headings in the body of the report): Do NOT use generic words, such as ‘Body’, ‘Body of the Report’ or ‘Tasks’, as section headings. Create meaningful headings and subheadings that reflect the topic and content of your report. Should be approximately 700 words.

6. Conclusion: restate the purpose of the report and key issues investigated and the related findings based on your research and analysis. Explain the significance of your findings for addressing the problem stated in the case scenario and any limitations. State how your report has achieved its objectives and any future work to be considered. Should be approximately

100 words.

7. Recommendations: Three recommendations required. Format according to the Report Writing Guidelines discussed in the Unit. Should be approximately 100 words.

8. Reference list. Not included in the word count.

9. Appendices (if necessary). Not included in the word count.

General assessment instructions

Assessments provide students with an opportunity to demonstrate their knowledge and skills to achieve the required standard. To do this, assessment responses need to be both clear and easy to understand. If not, the University cannot determine that students have demonstrated their knowledge and skills. Thus, assessments are marked accordingly, and 0 (zero) marks could be awarded if appropriate.

The assessments must focus on the case scenario given in the assessment specification. Any submissions that do not address the case scenario may be awarded zero (0) marks.

Referencing

It is essential that you use appropriate APA style for citing and referencing research. For more

information on referencing, visit:https://library.torrens.edu.au/academicskills/apa/tool

Submission Instructions

Submit this task via the Assessment 1 link in the main navigation menu in DMV302 Data Mining and Visualisation. The Learning Facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.

You are required to submit ONE Microsoft Word document (.doc or .docx). Please ensure that you submit individual files and do not zip/compress them into one file.

Before submitting your assignment, you should check it against the detailed assessment criteria in the following table to ensure that you have satisfactorily addressed all the criteria that will be used to mark your assignment.

Academic Integrity Declaration

I declare that except where referenced, the work I am submitting for this assessment task is my own. I have read and am aware of the Torrens University Australia Academic Integrity Policy and Procedure,

viewable online athttp://www.torrens.edu.au/policies-and-forms.