Business Analytics Using SAS Enterprise Guide and SAS Enterprise Miner

Chapter 4: Data Construction for Analysis

Introduction

Data for Descriptive Analysis

Data for Predictive Analysis

Prospect Models

Customer Models

Risk Models

External Sources of Data

Notes from the Field

Introduction

Selecting the best data for analysis requires a thorough understanding of your business objective and your market. The data serves as the foundation for all of your analysis. In this case, the old adage is true: “Garbage in, garbage out!”

Finding the right data for analysis typically begins with your own data. Depending on your goal, you may have all the data you need in your own databases. However, in certain situations, you may need to purchase data from outside data sources to enhance your analysis. Either of these scenarios requires ...