If your database contains customer data, you might want to know whether some customers have unique characteristics that make them different from the majority of customers. For example, some of the data records might represent customers who have an unusual buying behavior. You might have customers who deserve special attention because they buy expensive products.
Deviations in data tables can mean different things depending on the deviation and the kind of input data that you are using. For example, deviations can indicate fraudulent behavior if some customers have unusually high discount rates. Other unusual combinations can indicate inconsistencies in your data. For example, if you identify a customer who is 40 years old and still goes to school, something is wrong with your data.