Chapter 10. Techniques for data mining in an operational warehouse 361
There are generally two types of data used in data mining:
Granular, transactional data
Also known as operational data, the transactional data records are generated
with every transaction initiated by or for the individual. The records are
generally composed of a time stamp when the transaction occurred, a target
(customer) identifier and an item identifier, where the item refers to a
particular product or event or other attribute of interest to the individual
transaction to which it is attached. This granular transactional data is most
suited to link analyses such as associations or sequences that require
multiple records per entity. We typically find data of this f