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.