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2. Suppose that you are employed as a data mining consultant for an Internet search engine
company. Describe how data mining can help the company by giving specific examples of how
techniques, such as clustering, classification, association rule mining, and anomaly detection can
be applied.

Data mining can help a company in many ways, particularly an Internet search engine
company. The internet search engine can give the user more options in their methods to find
exactly what they are searching for through a large data base of information.

Clustering:

Like we do in Search engine optimization we collect keyword in cluster, because we know the
user query will be divided into cluster form and every cluster will bring a search results.

Classification:

We will classify the search result on different bases, and identify users on their search result.
Classification the searches and users will help a lot in maintain the data of our users.

Association Rule Mining:

Anomaly Detection:

Anomaly can be detected by if the user shows an abnormal behavior which he doesn’t do
usually, for example user has logging in with a different IP address which he doesn’t use, may let
us think that may be the user’s account has currently been used by another person. We will
send verification code on user’s mobile phone and ask the person to type the code sent on his
phone before he proceed.

3. Classify the following attributes as binary, discrete, or continuous. Also classify them as
qualitative (nominal or ordinal) or quantitative (interval or ratio). Some cases may have more
than one interpretation, so briefly indicate your reasoning if you think there may be some
ambiguity.