Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management

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9780470650936: Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management
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The leading introductory book on data mining, fully updated and revised! When Berry and Linoff wrote the first edition of Data Mining Techniques in the late 1990s, data mining was just starting to move out of the lab and into the office and has since grown to become an indispensable tool of modern business. This new edition--more than 50% new and revised-- is a significant update from the previous one, and shows you how to harness the newest data mining methods and techniques to solve common business problems. The duo of unparalleled authors share invaluable advice for improving response rates to direct marketing campaigns, identifying new customer segments, and estimating credit risk. In addition, they cover more advanced topics such as preparing data for analysis and creating the necessary infrastructure for data mining at your company. 

  • Features significant updates since the previous edition and updates you on best practices for using data mining methods and techniques for solving common business problems
  • Covers a new data mining technique in every chapter along with clear, concise explanations on how to apply each technique immediately
  • Touches on core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, survival analysis, and more
  • Provides best practices for performing data mining using simple tools such as Excel
Data Mining Techniques, Third Edition covers a new data mining technique with each successive chapter and then demonstrates how you can apply that technique for improved marketing, sales, and customer support to get immediate results.

Exercises and data sets to accompany this book are available at jmp.com/en_us/academic/data-mining-techniques.html

"synopsis" may belong to another edition of this title.

From the Author:

Professors using this book as a text and readers learning on their own can benefit from exercises and data sets provided by JMP at jmp.com/en_us/academic/data-mining-techniques.html.  The exercises were prepared by one of the authors (Michael Berry).

From the Back Cover:

The newest edition of the leading introductory book on datamining, fully updated and revised

Who will remain a loyal customer and who won't? Which messagesare most effective with which segments? How can customer value bemaximized? This book supplies powerful tools for extracting theanswers to these and other crucial business questions from thecorporate databases where they lie buried. In the years since thefirst edition of this book, data mining has grown to become anindispensable tool of modern business. In this latest edition,Linoff and Berry have made extensive updates and revisions to everychapter and added several new ones. The book retains the focus ofearlier editions—showing marketing analysts, businessmanagers, and data mining specialists how to harness data miningmethods and techniques to solve important business problems. Whilenever sacrificing accuracy for the sake of simplicity, Linoff andBerry present even complex topics in clear, concise English withminimal use of technical jargon or mathematical formulas. Technicaltopics are illustrated with case studies and practical real-worldexamples drawn from the authors' experiences, and every chaptercontains valuable tips for practitioners. Among the techniquesnewly covered, or covered in greater depth, are linear and logisticregression models, incremental response (uplift) modeling,naïve Bayesian models, table lookup models, similarity models,radial basis function networks, expectation maximization (EM)clustering, and swarm intelligence. New chapters are devoted todata preparation, derived variables, principal components and othervariable reduction techniques, and text mining.

After establishing the business context with an overview of datamining applications, and introducing aspects of data miningmethodology common to all data mining projects, the book coverseach important data mining technique in detail.

This third edition of Data Mining Techniques covers such topicsas:

  • How to create stable, long-lasting predictive models

  • Data preparation and variable selection

  • Modeling specific targets with directed techniques such asregression, decision trees, neural networks, and memory basedreasoning

  • Finding patterns with undirected techniques such as clustering,association rules, and link analysis

  • Modeling business time-to-event problems such as time to nextpurchase and expected remaining lifetime

  • Mining unstructured text

The companion website provides data that can be used to test outthe various data mining techniques in the book.

"About this title" may belong to another edition of this title.

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