ABSTRACT
Visual displays—commonly known as graphs—have been around for a long time but are currently at their peak of popularity. Visual displays play an essential part in the exploratory phase of data analysis and model building. An area of untapped potential for visual displays is "what the final marketing model is doing" upon the implementation of its intended task of predicting response. This chapter introduces two data mining graphical methods—star graphs and profile curves—for uncovering the innards of a model: a visualization of the characteristic and performance levels of the individuals predicted by the model. The original Descartes graph, embellished with more than 500 years of knowledge and technology, is the genesis of the discipline of data visualization, which is experiencing an unprecedented growth due to the advances in microprocessor technology and a plethora of visualization software. A star graph is a visual display of multivariate data. It is especially effective for a small table, such as the decile analysis table.
