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Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management
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by Michael J. A. Berry and Gordon S. Linoff
Sales Rank: 44903
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Discount: 46 %
$21.99
At Amazon
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Paperback: 672 pages
Publisher: *Wiley Computer Publishing; 2 edition April 9, 2004
Language: English
ISBN-10: 0471470643
ISBN-13: 978-0471470649
Product Dimensions:
9.2 x 7.3 x 1.6 inches
Shipping Weight: 2.2 pounds
Book Description
- 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
Download Description
* 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
Customer Reviews & Comments
This review is from: Data Mining Techniques: For Marketing, Sales, and Customer Support (Paperback)
When I started data mining (over 25 years ago)after graduating from MIT, neither the name nor the techniques existed. I had to develop both concepts and approaches that were then applied to situations as varied as evaulating the US SBA for the Federal Government to mapping the market for and product requirements of ATM machines for a Fortune 500 to developing a strategy to export shoes (leading to a tripling of industry exports) for the Commerce Dept. to predicting the lodging demand in Orlando, FL during the gas crisis for a series of majorinvestors to making sense of survey data for a major credit card company. The approach accurately described the situation in all of these cases and led to major management decisions. The authors go beyond what I used in those days, describing a series of techniques and their applicability - through easily understood case studies. This is not only an intelligent book, it is a very easy read. It doesn't go into mathemetical complexities because that is unnecessary. There are many treatises available on those subjects. Just surf the web to find some of them. This book provides the information required by managers, leaders, and entrepreneurs to understand their marketplaces and customers. Having run many companies and turned around a lot more, it is clear that this understanding is often sorely missing. Once gained, sharp increases in profitability usually result. The trick is something like an "aha" effect, an invention. The data is stored in a person's unconscious and, through predictable processes, pops out somewhat on demand. Data mining is the process of causing similar "aha's" to pop out of the unconscious, the collective memory, of a company. I recommend this book highly as a way to gain an effective understanding of how to do this.
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Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management
Discount: 46 %
Available from Amazon
Price: $21.99
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