Data mining techniques for marketing, sales, and customer relationship management /

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Bibliographic Details
Main Author: Berry, Michael J. A.
Corporate Author: ebrary, Inc
Other Authors: Linoff, Gordon
Format: Electronic eBook
Language:English
Published: Indianapolis, Ind. : Wiley Pub., c2004.
Edition:2nd ed.
Subjects:
Online Access:An electronic book accessible through the World Wide Web; click to view
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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.