Visualization of modeling results in Database Marketing

Introduction Analyzing increasing amounts of data to detect hidden patterns is a major problem facing organizations today. So, there is a surge of interest in data mining and data visualization for business applications. Almost any organization has a large amount of historical data that is available for analysis in machine-readable form. Getting a visual grasp of useful facts or data patterns hidden in this data from different perspectives is a primarily goal of any data visualization technique [1]. In the essence, visualization techniques can be categorized into two basic classes: user guided or system guided. The first one represents a wide range of graphical or spreadsheet data presentation tools with no pattern discovery involved that enable the user to explore data on his/her own. The second one, the system guided visualization, involves results of data modeling as a guide within a data map leading the user directly to the point or the area of his/her objective. Under different circumstances, both approaches can be employed. The following work represents an approach to visualization of modeled marketing data with different level of detail and system supervision.