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Building Data Mining Applications for CRM
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Librairie Eyrolles - Paris 5e

Building Data Mining Applications for CRM

Building Data Mining Applications for CRM

Alex Bergson, Stephen J. Smith

510 pages, parution le 10/11/1999


Data mining technology-the ability to recognize and track patterns within data-provides companies with a powerful competitive advantage. You may understand this vital technology, but how do you go about actually implementing it to meet your corporation's specific needs'

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

Consultants, ClOs, and IS managers looking to implement data management in their enterprises will find Building Data Mining Applications for CPM to be their one-stop resource for choosing the right systems for improving their profitability.

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
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

Caractéristiques techniques

Éditeur(s) Mc Graw Hill
Auteur(s) Alex Bergson, Stephen J. Smith
Parution 10/11/1999
Nb. de pages 510
Format 18,5 x 23,3
Poids 1050g
EAN13 9780071344449


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