Mastering Data Mining
The Art and Science of Customer Relationship Management
Michael J.A. Berry, Gordon Linoff
Résumé
capture vast amounts of customer information. The payoff
comes with "mining" or getting access to the data within this
information gold mine to make better business decisions.
Readers and reviewers loved Berry and Linoff's first book,
Data Mining Techniques, because the authors so clearly
illustrate practical techniques with real benefits for improved
marketing and sales.Mastering Data Mining takes off from
there—assuming readers know the basic techniques covered
in the first book, the authors focus on how to best apply these
techniques to real business cases. They start with simple
applications and work up to the most powerful and
sophisticated examples over the course of about 20 cases.
(Ralph Kimball used this same approach in his highly
successful Data Warehouse Toolkit). As with their first book,
Mastering Data Mining is sufficiently technical for database
analysts, but is accessible to technically savvy business and
marketing managers. It should also appeal to a new breed of
"database marketing" managers.
Table of contents
- The Business Context.
- Data Mining in Context.
- Why Master the Art?
- Data Mining Methodology: The Virtuous Cycle
Revisited.
- Customers and Their Lifecycles.
- The Three Pillars Of Data Mining.
- Data Mining Techniques and Algorithms.
- Data, Data Everywhere.
- Building Effective Predictive Models.
- Taking Control: Setting Up a Data Mining Environment.
- Case Studies.
- Who Needs Bag Balm and Pants Stretchers'
- Who Gets What?: Building a Best Next Offer Model for
an
- On-Line Bank.
- Please Don't Go!: Churn Modeling in Wireless
Communications.
- Converging on the Customer: Understanding Customer
Behavior
in the Telecommunications Industry.
- Who's Buying What?: Getting to Know Supermarket
Shoppers.
- Waste Not, Want Not: Improving Manufacturing
Processes.
- The Societal Context: Data Mining and Privacy.
L'auteur - Michael J.A. Berry
has twenty years experience applying advanced data mining techniques, data warehousing designs, developing Internet and intranet solutions, providing decision support, providing full text information retrieval capability, and designing and implementing software applications.
L'auteur - Gordon Linoff
is a founder and principal consultant with Data Miners. He has fourteen years of professional experience as a software engineer and consultant. He is a frequent speaker on using technology to enable organizations to realize the potential of one-to-one marketing using data warehousing and data mining. Mr. Linoff has extensive experience in the telecommunications, finance, medical, and retail industries in both data mining and data warehousing.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Michael J.A. Berry, Gordon Linoff |
| Parution | 15/10/1999 |
| Nb. de pages | 494 |
| Format | 19 x 23,5 |
| Poids | 850g |
| EAN13 | 9780471331230 |
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