Building Data Mining Applications for CRM

Building Data Mining Applications for CRM is the one book that bridges this gap. Unique in its breadth, ease of reading, and depth, the book demonstrates to business users the benefits of building systems that utilize data warehousing and data mining systems. It describes what the systems can do rather than how they work. Beginning with an overview of the current state of the data mining tools market, the book progresses to show you how to build and use these new systems to your corporation's best advantage.

The book focuses on several key business processes, including customer relationship management, one-to-one marketing, marketing automation, sales force automation, enterprise resource management, and supply chain optimization. Real-world business examples allow users to put together well-reasoned business cases and to explore solutions to common business problems encountered by a variety of major industries.

The authors' clear-cut writing style shows you how to

• Understand where data mining can be used to the greatest benefit
  
• Learn from real-world examples
  
• Make informed decisions about the readiness of your organization to use data mining and data warehousing
  
• Define a successful project plan for delivering a cost-effective and timely business solution
  
• Create a business case for building a business solution

Table of contents

Customer Relationships

Data Mining and Data Warehousing A Connected View

Customer Relationship Management

Data Warehouse Componets

Data Mining

Classical Techniques: Statistics, Neihgorhoods

Next Generation Techniques:Trees Networks and Rules

When To USe Data Mining

Customer Profitability

Customer Acquisition

Cross-Selling

Customer Retention

Customer Segmentation

Building The Business Case

Deploying Data Mining for CRM

Collecting Customer Data

Scoring Your Customers

Optimizing the CRM Process

Overview of Data Mining and CRM Tool Markers

Conclusion