Using the Data Mining Add-In for Microsoft Office - Microsoft Business Intelligence Tools for Excel Analysts - page 269

Suppose you want to determine which of the demographic factors are key influencers in any one
individual's decision to buy a bike or not. Click the Analyze Key Influencers button on the Analyze tab.
In the Analyze Key Influencers window (see Figure 14-4), select the Purchased Bike column as the
column to analyze for key factors and click Run.
Figure 14-4: Select the column to use as the basis for evaluating key factors.
You get a similar report to the one shown in Figure 14-5.
Figure 14-5: Results of the Key Influencers report.
The Key Influencers report shows each demographic data point that is likely to influence the pur-
chase of a bike. In this case, the report tells you that cases where 0 cars are owned seems to be the
key driver for bike purchases (see where there is a “Yes” in the Favors column). Conversely, cases
where 2 cars are owned seems to be a likely indicator that a bike will not be purchased (see where
there is a “No” in the Favors column). Following the values from top to bottom of the report, you can
clearly see no cars or few cars owned lead to a higher likelihood of bike purchase.