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A complete and comprehensive handbook for the
application of data mining techniques in marketing and customer
relationship management. It combines a technical and a business
perspective, bridging the gap between data mining and its use in
marketing. It guides readers through all the phases of the data mining
process, presenting a solid data mining methodology, data mining best
practices and recommendations for the use of the data mining results for
effective marketing. It answers the crucial question of 'what data to
use' by proposing mining data marts and full lists of KPIs for all major
industries.Data mining algorithms are presented in a simple and
comprehensive way for the business users along with real-world
application examples from all major industries.The book is mainly
addressed to marketers, business analysts and data mining practitioners
who are looking for a how-to guide on data mining. It presents the
authors' knowledge and experience from the "data mining trenches",
revealing the secrets for data mining success.
Categories:Mathematics
Year:2010
Edition:1
Language:english
Pages:372
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