Different machine learning techniques have been proposed and used for modeling individual and group user needs, interests and preferences. In the traditional predictive modeling instances are described by observable variables, called attributes. The goal is to learn a model for predicting the target variable for unseen instances. For example, for marketing purposes a company consider profiling a new user based on her observed web browsing behavior, referral keywords or other relevant information. In many real world applications the values of some attributes are not only observable, but can be actively decided by a decision maker. Furthermore, in some of such applications the decision maker is interested not only to generate accurate predictions, but to maximize the probability of the desired outcome. For example, a direct marketing manager can choose which type of a special offer to send to a client (actionable attribute), hoping that the right choice will result in a positive response with a higher probability. We study how to learn to choose the value of an actionable attribute in order to maximize the probability of a desired outcome in predictive modeling. We emphasize that not all instances are equally sensitive to changes in actions. Accurate choice of an action is critical for those instances, which are on the borderline (e.g. users who do not have a strong opinion one way or the other). We formulate three supervised learning approaches for learning to select the value of an actionable attribute at an instance level. We also introduce a focused training procedure which puts more emphasis on the situations where varying the action is the most likely to take the effect. The proof of concept experimental validation on two real-world case studies in web analytics and e-learning domains highlights the potential of the proposed approaches.
An approach to defining actionability as a measure of interestingness of patterns is proposed. This approach is based on the concept of an action hierarchy which is defined as a tree of actions with patterns and pattern templates (data mining queries) assigned to its nodes. A method for discovering actionable patterns is presented and various techniques for optimizing the discovery process are proposed. The data mining process consists of a series of steps ranging from data cleaning, data selection and transformation, to pattern evaluation and visualization. One of the central problems in data mining is to make the mined patterns or knowledge actionable. Here, the term actionable refers to the mined patterns suggest concrete and profitable actions to the decision-maker. That is, the user can do something to bring direct benefits (increase in profits, reduction in cost, improvement in efficiency, etc.) to the organization's advantage. However, there has been written no comprehensive survey available on this topic. The goal of this paper is to fill the void. In this paper, we first present two frameworks for mining actionable knowledge that are inexplicitly adopted by existing research methods. Then we try to situate some of the research on this topic from two different viewpoints: 1) data mining tasks and 2) adopted framework. Finally, we specify issues that are either not addressed or insufficiently studied yet and conclude the paper. Actionable knowledge has been qualitatively and intensively studied in the social sciences. Its marriage with data mining is only a recent story. On the one hand, data mining has been booming for a while and has attracted an increasing variety of increasing applications. On the other, it is a reality that the so-called knowledge discovered from data by following the classic frameworks often cannot support meaningful decision-making actions. This shows the poor relationship and significant gap between data mining research and practice, and between knowledge, power, and action, and forms an increasing imbalance between research outcomes and business needs. Thorough and innovative retrospection and thinking are timely in bridging the gaps and promoting data mining toward next-generation research and development: namely, the paradigm shift from knowledge discovery from data to actionable knowledge discovery and delivery. © 2012 Wiley Periodicals, Inc. © 2012 Wiley Periodicals, Inc.