Data mining should begin with the unit of analysis. A customer, transaction, account, product and household are different entities. Combining them without a stable key can create apparent patterns that reflect duplication rather than behaviour.
Preparation may include cleansing, validation, enrichment, normalisation and feature construction. Every transformation changes what the dataset represents. The working log records exclusions, imputations, grouping and calculated fields so the analysis can be reviewed.
Clustering, classification, regression, anomaly detection and trend analysis answer different questions. SDES can prepare data and defined outputs, but method selection, model validation and interpretation remain with suitably qualified client or analytical owners.
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