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Visualization of Database Models
Bruce Ratner, Ph.D.

Visual displays, commonly known as graphs, have been around for a very long time. Currently, they are at their peak of popularity due to the massive amounts of data flowing from the digital environment. The accompanying increase in data visualization software, which provides a better picture of big data than ever before, has also contributed to its popularity. In database marketing, visual displays are commonly used in the exploratory phase of data analysis and model building. An area of untapped potential for visual displays is describing “what is the final model doing” upon implementation of its intended task of predicting. This would increase the confidence in the model builder and engender confidence in the marketer, the end-user of the model. In this article, I present two graphical methods to visualize the characteristics and performance levels of the individuals predicted by the model.

For more information about this article, call Bruce Ratner at 516.791.3544,
1 800 DM STAT-1, or e-mail at