Data mining techniques : for marketing, sales, and customer relationship management / Michael J.A. Berry, Gordon S. Linoff.

Format:

Book

Author/Creator:

Berry, Michael J. A.

Contributor:

Linoff, Gordon.

Language:

English

Subjects (All):

Data mining.

Marketing--Data processing.

Marketing.

Business--Data processing.

Business.

Physical Description:

xxv, 643 pages : illustrations ; 24 cm

Edition:

Second edition.

Place of Publication:

Indianapolis, Ind. : Wiley Pub., [2004]

Summary:

* Packed with more than forty percent new and updated material, this edition shows business managers, marketing analysts, and data mining specialists how to harness fundamental data mining methods and techniques to solve common types of business problems * Each chapter covers a new data mining technique, and then shows readers how to apply the technique for improved marketing, sales, and customer support * The authors build on their reputation for concise, clear, and practical explanations of complex concepts, making this book the perfect introduction to data mining * More advanced chapters cover such topics as how to prepare data for analysis and how to create the necessary infrastructure for data mining * Covers core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, clustering, and survival analysis

Contents:

Why and what is data mining?

The virtuous cycle of data mining

Data mining methodology and best practices

Data mining applications in marketing and customer relationship management

The lure of statistics: data mining using familiar tools

Decision trees

Artificial neural networks

Nearest neighbor approaches : memory-based reasoning and collaborative filtering

Market basket analysis and association rules

Link analysis

Automatic cluster detection

Knowing when to worry: hazard functions and survival analysis in marketing

Genetic algorithms

Data mining throughout the customer life cycle

Data warehousing, OLAP, and data mining

Building the data mining environment

Preparing data for mining

Putting data mining to work.

Notes:

Includes index.

ISBN:

0471470643

OCLC:

53896596

Online:

Contributor biographical information

Publisher description