CRM Segmentation and Clustering Using SAS Enterprise Miner (Sas Press Series)

ISBN 10: 1590475089 / ISBN 13: 9781590475089
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Review: Using nontechnical terms, this book skillfully guides the user through the powerful SAS Enterprise Miner software to answer critical questions such as: What are the characteristics of my best customers?, How can I optimize their value?, and How can I use this knowledge to grow my business?. The ease and precision with which these techniques are explained will be appreciated by marketers, managers, analysts, and anyone else whose role it is to turn customer data into actionable knowledge. For those who seek practical techniques and rich examples for applying statistical concepts to common marketing and CRM challenges, this book is destined to become an essential reference. --C. Olivia Parr Rud, M.S., Data Mining, Strategist/Author/Facilitator, OLIVIAGroup

This book addresses an important and still often-misunderstood topic of utilizing advanced analytics to better understand consumer behavior. It has an application, how-to focus rather than a detailed description of algorithmsand the inclusion of data at the end of the book is a tremendous value-add to professors. --Stephan Kudyba, Ph.D., Founder of Null Sigma, Inc.

The application of SAS Enterprise Miner and data mining analytics continues to broaden to new domains, from medical epidemiology to advanced business practices. Randy Collica provides us with an intuitive, hands-on guide to implementing the science behind comprehensively and accurately understanding one's customers. The efficiency of these CRM techniques has been maximized through the described segmentation and clustering methods and through the mining of underutilized data types, such as free text. These techniques are presented in a detailed, yet appealing and sensible manner; one that is a welcomed contribution to the state of the art in data mining analytics. --Daniel C. Payne, Ph.D., M.S.P.H, Epidemiologist

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