Data Mining Techniques
For Marketing, Sales, and Customer Relationship Management
By: Gordon S. Linoff, Michael J. A. Berry
Paperback | 25 March 2011 | Edition Number 3
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896 Pages
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After establishing the business context with an overview of data mining applications, and introducing aspects of data mining methodology common to all data mining projects, the book covers each important data mining technique in detail.
Introduction xxxvii
Chapter 1 What Is Data Mining and Why Do It? 1
What Is Data Mining? 2
Data Mining Is a Business Process 2
Large Amounts of Data 3
Meaningful Patterns and Rules 3
Data Mining and Customer Relationship Management 4
Why Now? 6
Data Is Being Produced 6
Data Is Being Warehoused 6
Computing Power Is Affordable 7
Interest in Customer Relationship Management Is Strong 7
Commercial Data Mining Software Products Have Become Available 8
Skills for the Data Miner 9
The Virtuous Cycle of Data Mining 9
A Case Study in Business Data Mining 11
Identifying BofA’s Business Challenge 12
Applying Data Mining 12
Acting on the Results 13
Measuring the Effects of Data Mining 14
Steps of the Virtuous Cycle 15
Identify Business Opportunities 16
Transform Data into Information 17
Act on the Information 19
Measure the Results 20
Data Mining in the Context of the Virtuous Cycle 23
Lessons Learned 26
Chapter 2 Data Mining Applications in Marketing and Customer Relationship Management 27
Two Customer Lifecycles 27
The Customer’s Lifecycle 28
The Customer Lifecycle 28
Subscription Relationships versus Event-Based Relationships 30
Organize Business Processes Around the Customer Lifecycle 32
Customer Acquisition 33
Customer Activation 36
Customer Relationship Management 37
Winback 38
Data Mining Applications for Customer Acquisition 38
Identifying Good Prospects 39
Choosing a Communication Channel 39
Picking Appropriate Messages 40
A Data Mining Example: Choosing the Right Place to Advertise 40
Who Fits the Profile? 41
Measuring Fitness for Groups of Readers 44
Data Mining to Improve Direct Marketing Campaigns 45
Response Modeling 46
Optimizing Response for a Fixed Budget 47
Optimizing Campaign Profitability 49
Reaching the People Most Influenced by the Message 53
Using Current Customers to Learn About Prospects 54
Start Tracking Customers Before They Become “Customers” 55
Gather Information from New Customers 55
Acquisition-Time Variables Can Predict Future Outcomes 56
Data Mining Applications for Customer Relationship Management 56
Matching Campaigns to Customers 56
Reducing Exposure to Credit Risk 58
Determining Customer Value 59
Cross-selling, Up-selling, and Making Recommendations 60
Retention 60
Recognizing Attrition 60
Why Attrition Matters 61
Different Kinds of Attrition 62
Different Kinds of Attrition Model 63
Beyond the Customer Lifecycle 64
Lessons Learned 65
Chapter 3 The Data Mining Process 67
What Can Go Wrong? 68
Learning Things That Aren’t True 68
Learning Things That Are True, but Not Useful 73
Data Mining Styles 74
Hypothesis Testing 75
Directed Data Mining 81
Undirected Data Mining 81
Goals, Tasks, and Techniques 82
Data Mining Business Goals 82
Data Mining Tasks 83
Data Mining Techniques 88
Formulating Data Mining Problems: From Goals to Tasks to Techniques 88
What Techniques for Which Tasks? 95
Is There a Target or Targets? 96
What Is the Target Data Like? 96
What Is the Input Data Like? 96
How Important Is Ease of Use? 97
How Important Is Model Explicability? 97
Lessons Learned 98
Chapter 4 Statistics 101: What You Should Know About Data 101
Occam’s Razor 103
Skepticism and Simpson’s Paradox 103
The Null Hypothesis 104
P-Values 105
Looking At and Measuring Data 106
Categorical Values 106
Numeric Variables 117
A Couple More Statistical Ideas 120
Measuring Response 120
Standard Error of a Proportion 121
Comparing Results Using Confidence Bounds 123
Comparing Results Using Difference of Proportions 124
Size of Sample 125
What the Confidence Interval Really Means 126
Size of Test and Control for an Experiment 127
Multiple Comparisons 129
The Confidence Level with Multiple Comparisons 129
Bonferroni’s Correction 129
Chi-Square Test 130
Expected Values 130
Chi-Square Value 132
Comparison of Chi-Square to Difference of Proportions 134
An Example: Chi-Square for Regions and Starts 134
Case Study: Comparing Two Recommendation Systems with an A/B Test 138
First Metric: Participating Sessions 140
Data Mining and Statistics 144
Lessons Learned 148
Chapter 5 Descriptions and Prediction: Profiling and Predictive Modeling 151
Directed Data Mining Models 152
Defining the Model Structure and Target 152
Incremental Response Modeling 154
Model Stability 156
Time-Frames in the Model Set 157
Directed Data Mining Methodology 159
Step 1: Translate the Business Problem into a Data Mining Problem 161
How Will Results Be Used? 163
How Will Results Be Delivered? 163
The Role of Domain Experts and Information Technology 164
Step 2: Select Appropriate Data 165
What Data Is Available? 166
How Much Data Is Enough? 167
How Much History Is Required? 167
How Many Variables? 168
What Must the Data Contain? 168
Step 3: Get to Know the Data 169
Examine Distributions 169
Compare Values with Descriptions 170
Validate Assumptions 170
Ask Lots of Questions 171
Step 4: Create a Model Set 172
Assembling Customer Signatures 172
Creating a Balanced Sample 172
Including Multiple Timeframes 174
Creating a Model Set for Prediction 174
Creating a Model Set for Profiling 176
Partitioning the Model Set 176
Step 5: Fix Problems with the Data 177
Categorical Variables with Too Many Values 177
Numeric Variables with Skewed Distributions and Outliers 178
Missing Values 178
Values with Meanings That Change over Time 179
Inconsistent Data Encoding 179
Step 6: Transform Data to Bring Information to the Surface 180
Step 7: Build Models 180
Step 8: Assess Models 180
Assessing Binary Response Models and Classifiers 181
Assessing Binary Response Models Using Lift 182
Assessing Binary Response Model Scores Using Lift Charts 184
Assessing Binary Response Model Scores Using Profitability Models 185
Assessing Binary Response Models Using ROC Charts 186
Assessing Estimators 188
Assessing Estimators Using Score Rankings 189
Step 9: Deploy Models 190
Practical Issues in Deploying Models 190
Optimizing Models for Deployment 191
Step 10: Assess Results 191
Step 11: Begin Again 193
Lessons Learned 193
Chapter 6 Data Mining Using Classic Statistical Techniques 195
Similarity Models 196
Similarity and Distance 196
Example: A Similarity Model for Product Penetration 197
Table Lookup Models 203
Choosing Dimensions 204
Partitioning the Dimensions 205
From Training Data to Scores 205
Handling Sparse and Missing Data by Removing Dimensions 205
RFM: A Widely Used Lookup Model 206
RFM Cell Migration 207
RFM and the Test-and-Measure Methodology 208
RFM and Incremental Response Modeling 209
Naïve Bayesian Models 210
Some Ideas from Probability 210
The Naïve Bayesian Calculation 212
Comparison with Table Lookup Models 213
Linear Regression 213
The Best-fit Line 215
Goodness of Fit 217
Multiple Regression 220
The Equation 220
The Range of the Target Variable 221
Interpreting Coefficients of Linear Regression Equations 221
Capturing Local Effects with Linear Regression 223
Additional Considerations with Multiple Regression 224
Variable Selection for Multiple Regression 225
Logistic Regression 227
Modeling Binary Outcomes 227
The Logistic Function 229
Fixed Effects and Hierarchical Effects 231
Hierarchical Effects 232
Within and Between Effects 232
Fixed Effects 233
Lessons Learned 234
Chapter 7 Decision Trees 237
What Is a Decision Tree and How Is It Used? 238
A Typical Decision Tree 238
Using the Tree to Learn About Churn 240
Using the Tree to Learn About Data and Select Variables 241
Using the Tree to Produce Rankings 243
Using the Tree to Estimate Class Probabilities 243
Using the Tree to Classify Records 244
Using the Tree to Estimate Numeric Values 244
Decision Trees Are Local Models 245
Growing Decision Trees 247
Finding the Initial Split 248
Growing the Full Tree 251
Finding the Best Split 252
Gini (Population Diversity) as a Splitting Criterion 253
Entropy Reduction or Information Gain as a Splitting Criterion 254
Information Gain Ratio 256
Chi-Square Test as a Splitting Criterion 256
Incremental Response as a Splitting Criterion 258
Reduction in Variance as a Splitting Criterion for Numeric Targets 259
F Test 262
Pruning 262
The CART Pruning Algorithm 263
Pessimistic Pruning: The C5.0 Pruning Algorithm 267
Stability-Based Pruning 268
Extracting Rules from Trees 269
Decision Tree Variations 270
Multiway Splits 270
Splitting on More Than One Field at a Time 271
Creating Nonrectangular Boxes 271
Assessing the Quality of a Decision Tree 275
When Are Decision Trees Appropriate? 276
Case Study: Process Control in a Coffee Roasting Plant 277
Goals for the Simulator 277
Building a Roaster Simulation 278
Evaluation of the Roaster Simulation 278
Lessons Learned 279
Chapter 8 Artificial Neural Networks 281
A Bit of History 282
The Biological Model 283
The Biological Neuron 285
The Biological Input Layer 286
The Biological Output Layer 287
Neural Networks and Artificial Intelligence 287
Artificial Neural Networks 288
The Artificial Neuron 288
The Multi-Layer Perceptron 291
A Network Example 292
Network Topologies 293
A Sample Application: Real Estate Appraisal 295
Training Neural Networks 299
How Does a Neural Network Learn Using Back Propagation? 299
Pruning a Neural Network 300
Radial Basis Function Networks 303
Overview of RBF Networks 303
Choosing the Locations of the Radial Basis Functions 305
Universal Approximators 305
Neural Networks in Practice 308
Choosing the Training Set 309
Coverage of Values for All Features 309
Number of Features 310
Size of Training Set 310
Number and Range of Outputs 310
Rules of Thumb for Using MLPs 310
Preparing the Data 311
Interpreting the Output from a Neural Network 313
Neural Networks for Time Series 315
Time Series Modeling 315
A Neural Network Time Series Example 316
Can Neural Network Models Be Explained? 317
Sensitivity Analysis 318
Using Rules to Describe the Scores 318
Lessons Learned 319
Chapter 9 Nearest Neighbor Approaches: Memory-Based Reasoning and Collaborative Filtering 321
Memory-Based Reasoning 322
Look-Alike Models 323
Example: Using MBR to Estimate Rents in Tuxedo, New York 324
Challenges of MBR 327
Choosing a Balanced Set of Historical Records 328
Representing the Training Data 328
Determining the Distance Function, Combination Function, and Number of Neighbors 331
Case Study: Using MBR for Classifying Anomalies in Mammograms 331
The Business Problem: Identifying Abnormal Mammograms 332
Applying MBR to the Problem 332
The Total Solution 334
Measuring Distance and Similarity 335
What Is a Distance Function? 335
Building a Distance Function One Field at a Time 337
Distance Functions for Other Data Types 340
When a Distance Metric Already Exists 341
The Combination Function: Asking the Neighbors for Advice 342
The Simplest Approach: One Neighbor 342
The Basic Approach for Categorical Targets: Democracy 342
Weighted Voting for Categorical Targets 344
Numeric Targets 344
Case Study: Shazam — Finding Nearest Neighbors for Audio Files 345
Why This Feat Is Challenging 346
The Audio Signature 347
Measuring Similarity 348
Collaborative Filtering: A Nearest-Neighbor Approach to Making Recommendations 351
Building Profiles 352 Comparing Profiles 352
Making Predictions 353
Lessons Learned 354
Chapter 10 Knowing When to Worry: Using Survival Analysis to Understand Customers 357
Customer Survival 360
What Survival Curves Reveal 360
Finding the Average Tenure from a Survival Curve 362
Customer Retention Using Survival 364
Looking at Survival as Decay 365
Hazard Probabilities 367
The Basic Idea 368
Examples of Hazard Functions 369
Censoring 371
The Hazard Calculation 372
Other Types of Censoring 375
From Hazards to Survival 376
Retention 376
Survival 378
Comparison of Retention and Survival 378
Proportional Hazards 380
Examples of Proportional Hazards 381
Stratification: Measuring Initial Effects on Survival 382
Cox Proportional Hazards 382
Survival Analysis in Practice 385
Handling Different Types of Attrition 385
When Will a Customer Come Back? 387
Understanding Customer Value 389
Forecasting 392
Hazards Changing over Time 393
Lessons Learned 394
Chapter 11 Genetic Algorithms and Swarm Intelligence 397
Optimization 398
What Is an Optimization Problem? 398
An Optimization Problem in Ant World 399
E Pluribus Unum 400
A Smarter Ant 401
Genetic Algorithms 403
A Bit of History 404
Genetics on Computers 404
Representing the Genome 413
Schemata: The Building Blocks of Genetic Algorithms 414
Beyond the Simple Algorithm 417
The Traveling Salesman Problem 418
Exhaustive Search 419
A Simple Greedy Algorithm 419
The Genetic Algorithms Approach 419
The Swarm Intelligence Approach 420
Case Study: Using Genetic Algorithms for Resource Optimization 421
Case Study: Evolving a Solution for Classifying Complaints 423
Business Context 424
Data 425
The Comment Signature 425
The Genomes 426
The Fitness Function 427
The Results 427
Lessons Learned 427
Chapter 12 Tell Me Something New: Pattern Discovery and Data Mining 429
Undirected Techniques, Undirected Data Mining 431
Undirected versus Directed Techniques 431
Undirected versus Directed Data Mining 431
Case Study: Undirected Data Mining Using Directed Techniques 432
What is Undirected Data Mining? 435
Data Exploration 435
Segmentation and Clustering 436
Target Variable Definition, When the Target Is Not Explicit 438
Simulation, Forecasting, and Agent-Based Modeling 443
Methodology for Undirected Data Mining 455
There Is No Methodology 456
Things to Keep in Mind 456
Lessons Learned 457
Chapter 13 Finding Islands of Similarity: Automatic Cluster Detection 459
Searching for Islands of Simplicity 461
Customer Segmentation and Clustering 461
Similarity Clusters 463
Tracking Campaigns by Cluster-Based Segments 464
Clustering Reveals an Overlooked Market Segment 466
Fitting the Troops 467
The K-Means Clustering Algorithm 468
Two Steps of the K-Means Algorithm 468
Voronoi Diagrams and K-Means Clusters 471
Choosing the Cluster Seeds 473
Choosing K 473
Using K-Means to Detect Outliers 474
Semi-Directed Clustering 475
Interpreting Clusters 475
Characterizing Clusters by Their Centroids 476
Characterizing Clusters by What Differentiates Them 477
Using Decision Trees to Describe Clusters 478
Evaluating Clusters 479
Cluster Measurements and Terminology 480
Cluster Silhouettes 480
Limiting Cluster Diameter for Scoring 483
Case Study: Clustering Towns 484
Creating Town Signatures 484
Creating Clusters 486
Determining the Right Number of Clusters 486
Evaluating the Clusters 487
Using Demographic Clusters to Adjust Zone Boundaries 488
Business Success 490
Variations on K-Means 490
K-Medians, K-Medoids, and K-Modes 490
The Soft Side of K-Means 494
Data Preparation for Clustering 495
Scaling for Consistency 496
Use Weights to Encode Outside Information 496
Selecting Variables for Clustering 497
Lessons Learned 497
Chapter 14 Alternative Approaches to Cluster Detection 499
Shortcomings of K-Means 500
Reasonableness 500
An Intuitive Example 501
Fixing the Problem by Changing the Scales 503
What This Means in Practice 504
Gaussian Mixture Models 505
Adding “Gaussians” to K-Means 505
Back to Gaussian Mixture Models 508
Scoring GMMs 510
Applying GMMs 511
Divisive Clustering 513
A Decision Tree–Like Method for Clustering 513
Scoring Divisive Clusters 515
Clusters and Trees 515
Agglomerative (Hierarchical) Clustering 516
Overview of Agglomerative Clustering Methods 516
Clustering People by Age: An Example of An Agglomerative Clustering Algorithm 520
Scoring Agglomerative Clusters 522
Limitations of Agglomerative Clustering 523
Agglomerative Clustering in Practice 525
Combining Agglomerative Clustering and K-Means 526
Self-Organizing Maps 527
What Is a Self-Organizing Map? 527
Training an SOM 530
Scoring an SOM 531
The Search Continues for Islands of Simplicity 532
Lessons Learned 533
Chapter 15 Market Basket Analysis and Association Rules 535
Defining Market Basket Analysis 536
Four Levels of Market Basket Data 537
The Foundation of Market Basket Analysis: Basic Measures 539
Order Characteristics 540
Item (Product) Popularity 541
Tracking Marketing Interventions 542
Case Study: Spanish or English 543
The Business Problem 543
The Data 544
Defining “Hispanicity” Preference 545
The Solution 546
Association Analysis 547
Rules Are Not Always Useful 548
Item Sets to Association Rules 551
How Good Is an Association Rule? 553
Building Association Rules 555
Choosing the Right Set of Items 556
Anonymous Versus Identified 561
Generating Rules from All This Data 561
Overcoming Practical Limits 565
The Problem of Big Data 567
Extending the Ideas 569
Different Items on the Right- and Left-Hand Sides 569
Using Association Rules to Compare Stores 570
Association Rules and Cross-Selling 572
A Typical Cross-Sell Model 572
A More Confident Approach to Product Propensities 573
Results from Using Confidence 574
Sequential Pattern Analysis 574
Finding the Sequences 575
Sequential Association Rules 578
Sequential Analysis Using Other Data Mining Techniques 579
Lessons Learned 579
Chapter 16 Link Analysis 581
Basic Graph Theory 582
What Is a Graph? 582
Directed Graphs 584
Weighted Graphs 585
Seven Bridges of Konigsberg 585
Detecting Cycles in a Graph 588
The Traveling Salesman Problem Revisited 589
Social Network Analysis 593
Six Degrees of Separation 593
What Your Friends Say About You 595
Finding Childcare Benefits Fraud 596
Who Responds to Whom on Dating Sites 597
Social Marketing 598
Mining Call Graphs 598
Case Study: Tracking Down the Leader of the Pack 601
The Business Goal 601
The Data Processing Challenge 601
Finding Social Networks in Call Data 602
How the Results Are Used for Marketing 602
Estimating Customer Age 603
Case Study: Who Is Using Fax Machines from Home? 604
Why Finding Fax Machines Is Useful 604
How Do Fax Machines Behave? 604
A Graph Coloring Algorithm 605
“Coloring” the Graph to Identify Fax Machines 606
How Google Came to Rule the World 607
Hubs and Authorities 608
The Details 609
Hubs and Authorities in Practice 611
Lessons Learned 612
Chapter 17 Data Warehousing, OLAP, Analytic Sandboxes, and Data Mining 613
The Architecture of Data 615
Transaction Data, the Base Level 616
Operational Summary Data 617
Decision-Support Summary Data 617
Database Schema/Data Models 618
Metadata 623
Business Rules 623
A General Architecture for Data Warehousing 624
Source Systems 624
Extraction, Transformation, and Load 626
Central Repository 627
Metadata Repository 630
Data Marts 630
Operational Feedback 631
Users and Desktop Tools 631
Analytic Sandboxes 633
Why Are Analytic Sandboxes Needed? 634
Technology to Support Analytic Sandboxes 636
Where Does OLAP Fit In? 639
What’s in a Cube? 641
Star Schema 646
OLAP and Data Mining 648
Where Data Mining Fits in with Data Warehousing 650
Lots of Data 651
Consistent, Clean Data 651
Hypothesis Testing and Measurement 652
Scalable Hardware and RDBMS Support 653
Lessons Learned 653
Chapter 18 Building Customer Signatures 655
Finding Customers in Data 656
What Is a Customer? 657
Accounts? Customers? Households? 658
Anonymous Transactions 658
Transactions Linked to a Card 659
Transactions Linked to a Cookie 659
Transactions Linked to an Account 660
Transactions Linked to a Customer 661
Designing Signatures 661
Is a Customer Signature Necessary? 666
What Does a Row Represent? 666
Will the Signature Be Used for Predictive Modeling? 671
Has a Target Been Defined? 672
Are There Constraints Imposed by the Particular Data Mining Techniques to be Employed? 672
Which Customers Will Be Included? 673
What Might Be Interesting to Know About Customers? 673
What a Signature Looks Like 674
Process for Creating Signatures 677
Some Data Is Already at the Right Level of Granularity 678
Pivoting a Regular Time Series 679
Aggregating Time-Stamped Transactions 680
Dealing with Missing Values 685
Missing Values in Source Data 685
Unknown or Non-Existent? 687
What Not to Do 687
Things to Consider 689
Lessons Learned 691
Chapter 19 Derived Variables: Making the Data Mean More 693
Handset Churn Rate as a Predictor of Churn 694
Single-Variable Transformations 696
Standardizing Numeric Variables 696
Turning Numeric Values into Percentiles 697
Turning Counts into Rates 698
Relative Measures 699
Replacing Categorical Variables with Numeric Ones 700
Combining Variables 707
Classic Combinations 707
Combining Highly Correlated Variables 710
Rent to Home Value 712
Extracting Features from Time Series 718
Trend 719
Seasonality 721
Extracting Features from Geography 722
Geocoding 722
Mapping 723
Using Geography to Create Relative Measures 724
Using Past Values of the Target Variable 725
Using Model Scores as Inputs 725
Handling Sparse Data 726
Account Set Patterns 726
Binning Sparse Values 727
Capturing Customer Behavior from Transactions 727
Widening Narrow Data 728
Sphere of Influence as a Predictor of Good Customers 728
An Example: Ratings to Rater Profile 730
Sample Fields from the Rater Signature 730
The Rating Signature and Derived Variables 732
Lessons Learned 733
Chapter 20 Too Much of a Good Thing? Techniques for Reducing the Number of Variables 735
Problems with Too Many Variables 736
Risk of Correlation Among Input Variables 736
Risk of Overfitting 738
The Sparse Data Problem 738
Visualizing Sparseness 739
Independence 740
Exhaustive Feature Selection 743
Flavors of Variable Reduction Techniques 744
Using the Target 744
Original versus New Variables 744
Sequential Selection of Features 745
The Traditional Forward Selection Methodology 745
Forward Selection Using a Validation Set 747
Stepwise Selection 748
Forward Selection Using Non-Regression Techniques 748
Backward Selection 748
Undirected Forward Selection 749
Other Directed Variable Selection Methods 749
Using Decision Trees to Select Variables 750
Variable Reduction Using Neural Networks 752
Principal Components 753
What Are Principal Components? 753
Principal Components Example 758
Principal Component Analysis 763
Factor Analysis 767
Variable Clustering 768
Example of Variable Clusters 768
Using Variable Clusters 770
Hierarchical Variable Clustering 770
Divisive Variable Clustering 773
Lessons Learned 774
Chapter 21 Listen Carefully to What Your Customers Say: Text Mining 775
What Is Text Mining? 776
Text Mining for Derived Columns 776
Beyond Derived Features 777
Text Analysis Applications 778
Working with Text Data 781
Sources of Text 781
Language Effects 782
Basic Approaches to Representing Documents 783
Representing Documents in Practice 784
Documents and the Corpus 786
Case Study: Ad Hoc Text Mining 786
The Boycott 787
Business as Usual 787
Combining Text Mining and Hypothesis Testing 787
The Results 788
Classifying News Stories Using MBR 789
What Are the Codes? 789
Applying MBR 790
The Results 793
From Text to Numbers 794
Starting with a “Bag of Words” 794
Term-Document Matrix 796
Corpus Effects 797
Singular Value Decomposition (SVD) 798
Text Mining and Naïve Bayesian Models 800
Naïve Bayesian in the Text World 801
Identifying Spam Using Naïve Bayesian 801
Sentiment Analysis 806
DIRECTV: A Case Study in Customer Service 809
Background 809
Applying Text Mining 811
Taking the Technical Approach 814
Not an Iterative Process 818
Continuing to Benefit 818
Lessons Learned 819
Index 821
ISBN: 9780470650936
ISBN-10: 0470650931
Published: 25th March 2011
Format: Paperback
Language: English
Number of Pages: 896
Audience: General Adult
Publisher: John Wiley & Sons Inc (US)
Country of Publication: GB
Edition Number: 3
Edition Type: Revised
Dimensions (cm): 23.5 x 18.8 x 4.5
Weight (kg): 1.29
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