Description
WILEY INDIA Mastering Data Mining: The Art And Science Of Customer Relationship Management by Michael J A Berry
Companies have invested in building data warehouses to 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.
About the Author
Michael J.A. Berry and Gordon S. Linoff are the founders of Data Miners Inc.
TABLE OF CONTENTS
Part I: Setting The Focus
Data Mining in Context
Why Master the Art?
Data Mining Methodology: The Virtuous Cycle Revisited
Customers and Their Lifecycles
Part II: 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
Part III: Case Studies
Who Needs Bag Balm and Pants Stretchers
Who Gets What? Building a Best Next Offer Model for an Online Bank
Please Don't Go! Churn Modeling in Wireless Communication
Converging on the Customer: Understanding Customer Behavior in the Telecommunications Industry
Who Is Buying What? Getting to Know Supermarket Shoppers
Waste Not, Want Not: Improving Manufacturing Processes.
The Societal Context: Data Mining and Privacy
Index