ABSTRACT
Visual displays-commonly known as graphs-have been around for a long time but are currently at their peak of popularity. The popularity is due to the massive amounts of data owing from the digital environment and the accompanying increase in data visualization software, which provides a better picture of big data than ever before. Visual displays are commonly used in the exploratory phase of data analysis and model building. An area of untapped potential for visual displays is “what the nal model is doing” on implementation of its intended task of predicting. Such displays would increase the condence in the model builder, while engendering condence in the marketer, an end user of marketing models. The purpose of this chapter is to introduce two data mining graphical methods-star graphs and prole curves-for uncovering the innards of a model: a visualization of the characteristic and performance levels of the individuals predicted by the model.
