Data Mining Cookbook: Modeling Data for Marketing, Risk and Customer Relationship Management

Rud, Olivia Parr

ISBN 10: 0471388297 ISBN 13: 9780471388296

Publisher: Wiley, 2000

Increase profits and reduce costs by utilizing this collection of models of the most commonly asked data mining questions

In order to find new ways to improve customer sales and support, and as well as manage risk, business managers must be able to mine company databases. This book provides a step-by-step guide to creating and implementing models of the most commonly asked data mining questions. Readers will learn how to prepare data to mine, and develop accurate data mining questions. The author, who has over ten years of data mining experience, also provides actual tested models of specific data mining questions for marketing, sales, customer service and retention, and risk management. A CD-ROM, sold separately, provides these models for reader use.

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About the Author

OLIVIA parr rud (Olivia@datasquare.com) is Executive Vice President of Data Square, LLC, a leading database marketing consulting firm. She has over 22 years' experience in data mining, predictive modeling, and segmentation for a variety of industries, including credit card, insurance, high-tech, telecommunications, and catalog industries. She provides analysis and solutions for her clients in the areas of acquisition, retention, risk, and overall profitability for direct mail, telemarketing, broadcast marketing, and the Internet.

From the Back Cover

Get a data mining recipe for success to increase profits and reduce costs in today’s business world with–This CD-ROM provides actual, tested models of the most commonly asked data mining questions for marketing, sales, risk analysis, customer retention and support, and other key business applications. Complete, working code written in SAS will help you directly implement models, with or without an automated mining tool. With this invaluable resource, you’ll be able to target the best customers, improve sales and services, and increase overall profitability for your company. Step-by-step guidance on how to create, evaluate, validate, and implement models, plus a review of the basics, are available through the companion book, Data Mining Cookbook (sold separately from Wiley). Minimum System Requirements:

Windows� 95, NT 4.0 or higher; 200 MHz Pentium; 64 MB RAM required.

Recommended System Requirements: Windows�95, NT 4.0 or higher; 500 MHz Pentium and 128 MB RAM.Hard drive space: No installation to the hard drive is necessary, but to make a local copy of all the files on the CD-ROM requires 10 MB of free space.

Peripherals: CD-ROM drive.You will also need to have the following applications to make full use of the CD-ROM: a running copy of SAS 6.12 or higher to process SAS code provided; Microsoft� Excel 97/2000 or 5.0/95 to use the spreadsheets; a browser such as Microsoft� Internet Explorer or Netscape Navigator to open the readme.htm and navigate the CD-ROM.Visit our Web site at www.wiley.com/compbooks/Visit the companion Web site at dataminingcookbook.wiley.com

From the Inside Flap

CD-ROM InstructionsInsert the CD-ROM and launch the readme.htm file in a web browser, or navigate using Windows� Explorer to browse the contents of the CD. The model programs and output are in text format that can be opened in any editing software (including SAS) that reads ASCII files. Spreadsheets are in Microsoft� Excel 97/2000 or 5.0/95. Launch the application (SAS 6.12 or higher) and open the file directly from the CD-ROM. If you wish to make changes, you can rename the files and save them to your local hard drive.Customer Note: Please read the following before launching the CD-ROMThis software contains files to help you utilize the models and code described in the accompanying book, sold separately. By opening the package, you are agreeing to be bound by the following agreement:This software product is protected by copyright and all rights are reserved by the author, John Wiley & Sons, Inc., or their licensors. You are licensed to use this software as described in the software and the accompanying book. Copying the software for any other purpose may be a violation of the U.S. Copyright Law.This software product is sold as is without warranty of any kind, either express or implied, including but not limited to the implied warranty of merchantability and fitness for a particular purpose. Neither Wiley nor its dealers or distributors assumes any liability for any alleged or actual damages arising from the use of or the inability to use this software. (Some states do not allow the exclusion of implied warranties, so the exclusion may not apply to you.)�2000 John Wiley & Sons, Inc.

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