“…A blind application of data science techniques can lead to discovering meaningless patterns, and this can be prevented from occurring by formally structuring Knowledge Discovery and Data Mining (KDDM) processes [14]. Although it is likely that typical process steps, such as business objectives identification, problem definition, stakeholder identification, data architecture selection, analytical modelling and results validation, will naturally emerge through a data analytics project, the lack of a well-defined process model makes projects error-prone and devoid of any structured learning mechanism for future initiatives [15]. KDDM process models guide data project stakeholders to stay focused on the end product and prioritize goals for data analysis.…”