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Building Data Mining Applications for CRM
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by Alex Berson, Stephen Smith, and Kurt Thearling
Sales Rank: 987575
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$22.62
At Amazon
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Paperback: 488 pages
Publisher: McGraw-Hill Companies December 22, 1999
Language: English
ISBN-10: 0071344446
ISBN-13: 978-0071344449
Product Dimensions:
9.2 x 7.4 x 1.5 inches
Shipping Weight: 2.3 pounds
Product Description
How data mining delivers a powerful competitive advantage!
Are you fully harnessing the power of information to support management and marketing decisions? You will, with this one-stop guide to choosing the right tools and technologies for a state-of-the-art data management strategy built on a Customer Relationship Management (CRM) framework. Authors Alex Berson, Stephen Smith, and Kurt Thearling help you understand the principles of data warehousing and data mining systems, and carefully spell out techniques for applying them so that your business gets the biggest pay-off possible.
Find out about Online Analytical Processing (OLAP) tools that quickly navigate within your collected data. Explore privacy and legal issuesevaluate current data mining application packagesand let real-world examples show you how data mining can impact -- and improve -- all of your key business processes. Start uncovering your best prospects and offering them the products they really want (not what you think they want)!
Back Cover Copy
How data mining delivers a powerful competitive advantage!
Are you fully harnessing the power of information to support management and marketing decisions?
You will, with this one-stop guide to choosing the right tools and technologies for a state-of-the-art data management strategy built on a Customer Relationship Management (CRM) framework. Authors Alex Berson, Stephen Smith, and Kurt Thearling help you understand the principles of data warehousing and data mining systems, and carefully spell out techniques for applying them so that your business gets the biggest pay-off possible.
Find out about Online Analytical Processing (OLAP) tools that quickly navigate within your collected data. Explore privacy and legal issuesevaluate current data mining application packagesand let real-world examples show you how data mining can impact -- and improve -- all of your key business processes. Start uncovering your best prospects and offering them the products they really want (not what you think they want)!
Customer Reviews & Comments
I really like Kurt Thearling's writing, in general--he has written some very clear and practical papers on data mining. But I was badly disappointed by this book. I should have guessed from the complex title that the book is merely an attempt to cash in on the current interest in "customer relationship management" or CRM. In my opinion, CRM is not about data mining--see Dick Lee's book, The Customer Relationship Management Survival Guide, for a much more substantial treatment of CRM. In trying to be a book about CRM, this volume also does a poor job explaining data mining techniques--I strongly recommend Linoff and Berry's second book, Mastering Data Mining, instead. In short, I don't think that this is the book you want, no matter what you might be looking for.
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Building Data Mining Applications for CRM
Available from Amazon
Price: $22.62
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