ABSTRACT
Visual displays — commonly known as graphs — have been around for a long time, but are currently at their peak of popularity. This is due to the massive amounts of data flowing from the digital environment and the accompanying increase in data visualization software, which provides a better picture of
big data
than ever before. 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 the final model is doing” upon implementation of its intended task of predicting. Such displays would increase the confidence in the model builder, while engendering confidence in the marketer, the end-user of the model. In this chapter, I present two graphical methods — the star graphs and profile curves — to visualize the characteristics and performance levels of the individuals, who are predicted by the model.
