Discovering
clusters of unusual buying patterns within certain small groups might also drive
Other Software for the Data Warehouse | 247
micro-opportunity marketing campaigns aimed at small audiences with a high probability
of purchasing products or services.
A recent trend among relational database providers is tighter integration of datamining
algorithms into the relational database. Oracle??™s data-mining strategy initially
included a client/server product called Oracle Darwin to provide algorithms for modeling
associations, neural networks, classification and regression trees, and clusters
against Oracle tables or flat files. Oracle began to embed algorithms packaged as the
Data Mining Option into the Oracle9i database. Algorithms now in the Data Mining
Option include Na??ve Bayes, Associations, Adaptive Bayes Networks, Clustering,
Support Vector Machines (SVM), Nonnegative Matrix Factorization (NMF), Decision
Trees, and Generalized Linear Models (as of Oracle Database 11g, supporting
Binary Logistic Regression and Multivariate Linear Regression).
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