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

Első borító
John Wiley & Sons, 2004. ápr. 9. - 643 oldal
  • Packed with more than forty percent new and updated material, this edition 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 shows readers how to apply the technique for improved marketing, sales, and customer support
  • The authors build on their reputation for concise, clear, and practical explanations of complex concepts, making this book the perfect introduction to data mining
  • More advanced chapters cover such topics as how to prepare data for analysis and how to create the necessary infrastructure for data mining
  • Covers core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, clustering, and survival analysis
 

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Tartalomjegyzék

Why and What Is Data Mining?
1
The Virtuous Cycle of Data Mining
21
Data Mining Methodology and Best Practices
43
Hypothesis Testing
50
Translate the Business Problem
56
Create a Model Set
68
Build Models
77
Data Mining Applications in Marketing
87
Market Basket Analysis and Association Rules
287
Link Analysis
321
Automatic Cluster Detection
349
Similarity and Distance
358
Hazard Functions
383
Genetic Algorithms
421
Data Mining throughout the Customer Life Cycle
447
Data Warehousing OLAP and Data Mining
473

Data Mining Using Familiar Tools
123
Decision Trees
165
The C5 Pruning Algorithm
190
Artificial Neural Networks
211
MemoryBased
257
Building the Data Mining Environment
513
Preparing Data for Mining
539
Putting Data Mining to Work
597
Index
615
Copyright

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A szerzőről (2004)

MICHAEL J. A. BERRY and GORDON S. LINOFF are the founders of Data Miners, Inc., a consultancy specializing in data mining. They have jointly authored some of the leading data mining titles in the field, Data Mining Techniques, Mastering Data Mining, and Mining the Web (all from Wiley). They each have more than a decade of experience applying data mining techniques to business problems in marketing and customer relationship management.

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