Conventional Analysis Methods Conventional marketing methods are often based on simple statistical data analyses, such as pair-wise correlations or linear regressions. Unfortunately, these conventional methods are rather simplistic. They often involve only a small subset of variables from the data set. More importantly, the methods fail to provide the means for easy cause-effect analysis.
Most attributes appears highly dependent which precludes any cause-effect analysis.
We chose Bayesian networks because BNs represent the domain structure clearly and are a good representation for visual data mining. BNs apply to domains with missing data. BNs give a probabilistic estimate of any quantity we may be interested in. BNs are theoretically sound. Example of a Bayesian Network.