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Which are my best customers?

Having built this Decision Tree the best customers (those most likely to go to Sweden) are in the nodes which are most red.

They can also be found in the Tree Grid. The Tree Grid has a number of alternative views controlled by the buttons at the top of the grid (highlighted below). Either of the following will display the best customers at the top of the list of nodes.

  • Clicking on the Leaves Only button and sorting by descending gain.
  • A Cumulative Gains Table can be obtained by clicking the Cumulative button.

For more details see What can I learn from the Tree Grid.

Using the gains chart

Alternatively, use the Gains Chart to select a number of top nodes. See How do I use the Gains Chart? for more details.

The Node Rule tab gives rules used at each split in the tree. In this example the best (most likely to select records likely to go to Sweden) node is highlighted. The Combine Rules option displays the cumulative effect of the rules. See What is the Node Rule? for more details.

The customers most likely to go to Sweden have an income £30-£50k (node 19) together with particular occupations and YOB.