Data Mining Techniques: For Marketing, Sales, And Customer Relationship Management

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This edition of Data Mining Techniques 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 immediately shows how to apply the technique for improved marketing, sales, and customer support. About The Author Michael Berry and Gordon Linoff are the founders of Data Miners Inc., a consultancy specializing in data mining. They are the authors of two of the leading data mining titles in the field, both from Wiley: Data Mining Techniques and Mastering Data Mining. Table Of Contents Acknowledgments Introduction 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 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 Index