Data mining techniques : for marketing, sales, and customer relationship management / / Michael J.A. Berry, Gordon S. Linoff.

• Author: ProQuest (Firm); Berry, Michael J. A.
• TeilnehmendeR: Linoff, Gordon.; ProQuest (Firm)
• Year of Publication: 2004
• Edition: 2nd ed.
• Language: English
• Physical Description: xxv, 643 p. :; ill.
• Notes: Includes index.

Table of Contents

Why and what is data mining? -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Data mining applications in marketing and customer relationship management -- The lure of statistics: data mining using familiar tools -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches : memory-based reasoning and collaborative filtering -- Market basket analysis and association rules -- Link analysis -- Automatic Cluster detection -- Knowing when to worry: hazard functions and survival analysis in marketing -- Genetic algorithms -- Data mining throughout the customer life cycle -- Data warehousing, OLAP, and data mining -- Building the data mining environment -- Preparing data for mining -- Putting data mining to work.