ABSTRACT
The application of data mining to business has grown explosively in the last decade. For example, the following provide benefits to real companies:
Predicting sales quantity of commercial items1,2
Finding the associations among commercial items, such as “if a customer buys bread, he or she tends to buy butter at the same time”3
Predicting stock prices4
Predicting network faults5
These analyses have been regarded as methods for showing objective conclusions because they are based on real data: facts according to a well-arranged sensing system such as error detectors in computer/telephone networks, news of stock prices,
1.1 Introduction: Design and Marketing as the Process to Value Sensing .............1 1.2 Two Cases: Marketing and Design with Communications
on Visualized Data ............................................................................................3 1.3 Data Collection as the Root of Everything: Evidence
of Objectivity and Subjectivity .........................................................................8 1.4 Scenario Maps as a Basis of Chance Discovery ...............................................9 1.5 Meta-Cognition as the Effect of Data Visualization ....................................... 10 1.6 Gap Between Advertisers and Designers: Results
of Visualizing Messages ................................................................................. 11 1.6.1 The Results and Implications ............................................................... 12
1.7 Conclusions ..................................................................................................... 15 References ................................................................................................................ 16
points of sale, and registers in a supermarket, for example. As a result, the decision makers in business tend to rely on the “trustworthy” results obtained by tools of data mining and make decisions such as “we can recommend butter if a customer orders bread” because of patterns demonstrated in the past.
