Data Mining for Managers : How to Use Data (Big and Small) to Solve Business Challenges / by R. Boire.

Format:

Book

Author/Creator:

Boire, R., Author.

Language:

English

Subjects (All):

Marketing.

Marketing research.

Business intelligence.

Data mining.

Economics.

Market Research and Competitive Intelligence.

Data Mining and Knowledge Discovery.

Local Subjects:

Marketing.

Market Research and Competitive Intelligence.

Data Mining and Knowledge Discovery.

Economics.

Physical Description:

1 online resource (243 pages) : illustrations, tables

Edition:

1st ed. 2014.

Place of Publication:

New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan, 2014.

Language Note:

English

Summary:

Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes.

Contents:

Introduction

Growth of data mining and the data miner

Data mining in the new economy

Using data mining for crm evaluation

The data mining process-problem identification

The data mining process - creation of the analytical file

Data mining process-creation of the analytical file : using external data sources

Data storage and security

Privacy concerns regarding the use of data

Types and quality of data

Segmentation

Applying data mining techniques

Gains charts

Using rfm as one targeting option

The use of multivariate analysis techniques

Tracking and measuring

Implementation and tracking

Value-based segmentation and the use of chaid

Black box analytics

Digital analytics : a data miner's perspective

Organizational considerations/people and software

Social media analytics

Credit cards and risk

Data mining in retail

Business to business example

Financial institution case study

Using marketing analytics in the travel/entertainment industry

Data mining for customer loyalty : a perspective

Text mining : the new data mining frontier

Analytics and data mining for insurance claim risk

Future thoughts : the big data discussion and the key roles within analytics.

Notes:

Includes index.

Description based on publisher supplied metadata and other sources.

ISBN:

9781349487868

1349487864

9781137406194

1137406194

OCLC:

893417411