27.2 Example: Targeting Likely Candidates for a Sales Promotion
This example targets customers in Brazil for a special promotion that offers coupons and an affinity card.
The query uses data on marital status, education, and income to predict the customers who are most likely to take advantage of the incentives. The query applies a decision tree model called dt_sh_clas_sample to score the customer data.
Example 27-1 Predict Best Candidates for an Affinity Card
SELECT cust_id
FROM mining_data_apply_v
WHERE
PREDICTION(dt_sh_clas_sample
USING cust_marital_status, education, cust_income_level ) = 1
AND country_name IN 'Brazil';
CUST_ID
----------
100404
100607
101113
The same query, but with a bias to favor false positives over false negatives, is shown here.
SELECT cust_id
FROM mining_data_apply_v
WHERE
PREDICTION(dt_sh_clas_sample COST MODEL
USING cust_marital_status, education, cust_income_level ) = 1
AND country_name IN 'Brazil';
CUST_ID
----------
100139
100163
100275
100404
100607
101113
101170
101463
The COST MODEL keywords cause the cost matrix associated with the model to be used in making the prediction. The cost matrix, stored in a table called dt_sh_sample_costs, specifies that a false negative is eight times more costly than a false positive. Overlooking a likely candidate for the promotion is far more costly than including an unlikely candidate.
SELECT * FROM dt_sh_sample_cost;
ACTUAL_TARGET_VALUE PREDICTED_TARGET_VALUE COST
------------------- ---------------------- ----------
0 0 0
0 1 1
1 0 8
1 1 0