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Data Mining Techniques

For Marketing, Sales, and Customer Relationship Management

Many companies have invested in building large databases and data warehouses capable of storing vast amounts of information. This book offers business, sales and marketing managers a practical guide to accessing such information.

Many companies have invested in building large databases and data warehouses capable of storing vast amounts of information. This book offers business, sales and marketing managers a practical guide to accessing such information.

Data Mining Techniques

For Marketing, Sales, and Customer Relationship Management

The leading introductory book on data mining, fully updated andrevised! When Berry and Linoff wrote the first edition of Data MiningTechniques in the late 1990s, data mining was just starting tomove out of the lab and into the office and has since grown tobecome an indispensable tool of modern business. This newedition—more than 50% new and revised— is asignificant update from the previous one, and shows you how toharness the newest data mining methods and techniques to solvecommon business problems. The duo of unparalleled authors shareinvaluable advice for improving response rates to direct marketingcampaigns, identifying new customer segments, and estimating creditrisk. In addition, they cover more advanced topics such aspreparing data for analysis and creating the necessaryinfrastructure for data mining at your company. Features significant updates since the previous edition andupdates you on best practices for using data mining methods andtechniques for solving common business problems Covers a new data mining technique in every chapter along withclear, concise explanations on how to apply each techniqueimmediately Touches on core data mining techniques, including decisiontrees, neural networks, collaborative filtering, association rules,link analysis, survival analysis, and more Provides best practices for performing data mining using simpletools such as Excel Data Mining Techniques, Third Edition covers a new datamining technique with each successive chapter and then demonstrateshow you can apply that technique for improved marketing, sales, andcustomer support to get immediate results.

This third edition of Data Mining Techniques covers such topics as: How to create stable, long-lasting predictive models Data preparation and variable selection Modeling specific targets with directed techniques such as regression, decision ...