Chapter

Data Mining for Business Applications

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Visual Data Mining for Developing Competitive Strategies in Higher Education

  • Gürdal ErtekAffiliated withSabancι University, Faculty of Engineering and Natural Sciences, Orhanlı, Tuzla Email author 

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Information visualization is the growing field of computer science that aims at visually mining data for knowledge discovery. In this paper, a data mining framework and a novel information visualization scheme is developed and applied to the domain of higher education. The presented framework consists of three main types of visual data analysis: Discovering general insights, carrying out competitive benchmarking, and planning for High School Relationship Management (HSRM). In this paper the framework and the square tiles visualization scheme are described and an application at a private university in Turkey with the goal of attracting brightest students is demonstrated.