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Mastering Data Mining: The Art and Science of Customer Relationship Management
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Marketing AnalyticsCustomer SatisfactionEngineeringBusiness IntelligenceData WarehouseCustomer ProfilingBusiness AnalyticsMining MethodsDecision AnalyticsOptimization-based Data MiningKnowledge Discovery In DatabasesIndustrial Data MiningData ScienceData MiningData Mining TechniquesManagementCustomer Relationship ManagementCorporate Data MiningKnowledge Discovery ProcessData WarehousingData ManagementWeb DataKnowledge DiscoveryCommercial Data MiningBusiness Data MiningInformation ManagementWeb Text MiningMarketingBusiness
Mastering Data Mining builds on Berry and Linoff’s earlier work to provide a case‑study guide of best practices in commercial data mining, emphasizing customer relationship management. The book aims to shift focus from data mining theory to achieving business results, teaching readers how to apply techniques to solve practical problems. It delivers fundamentals of data mining and customer relationship management through industry case studies, practical lessons, and a companion website with updated resources.
From the Publisher: Berry and Linoff lead the reader down an enlightened path of best practices. -Dr. Jim Goodnight, President and Cofounder, SAS Institute Inc.This is a great book, and it will be in my stack of four or five essential resources for my professional work. -Ralph Kimball, Author of The Data Warehouse Lifecycle ToolkitMastering Data MiningIn this follow-up to their successful first book, Data Mining Techniques, Michael J. A. Berry and Gordon S. Linoff offer a case study-based guide to best practices in commercial data mining. Their first book acquainted you with the new generation of data mining tools and techniques and showed you how to use them to make better business decisions. Mastering Data Mining shifts the focus from understanding data mining techniques to achieving business results, placing particular emphasis on customer relationship management.In this book, you'll learn how to apply data mining techniques to solve practical business problems. After providing the fundamental principles of data mining and customer relationship management, Berry and Linoff share the lessons they have learned through a series of warts-and-all case studies drawn from their experience in a variety of industries, including e-commerce, banking, cataloging, retailing, and telecommunications.Through the cases, you will learn how to formulate the business problem, analyze the data, evaluate the results, and utilize this information for similar business problems in different industries.Berry and Linoff show you how to use data mining to:* Retain customer loyalty* Target the right prospects* Identify new markets for products and services* Recognize cross-selling opportunities on and off the Web. Thecompanion Web site features:* Updated information on data mining products and service providers* Information on data mining conferences, courses, and other sources of information* Full-color versions of the illustrations used in the book