Data Mining Techniques in CRM

Beschreibung

This is an applied handbook for the application of data mining techniques in the CRM framework. It combines a technical and a business perspective to cover the needs of business users who are looking for a practical guide on data mining. It focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes. By using non-technical language it guides readers through all the phases of the data mining process.

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Konstantinos Tsiptsis

Themen in »Data Mining Techniques in CRM«

Business & Management Business Statistics & Math Computer Science Customer Relationship Management Data Mining Data Mining Statistics Database & Data Warehousing Technologies Datenbanken u. Data Warehousing Informatik Statistics Statistik Wirtschaft u. Management Wirtschaftsmathematik u. -statistik

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"The book is written in a language that is easily accessible tobusiness users who are not fluent in statistical methods and whohave no prior exposure to the data mining or customer segmentationdomain . . . This book is poised to become a standard reference,and I unconditionally recommend it to anyone working in thisfield." (Computing Reviews, 23 June 2011) "This is an excellent book for any data miner or anybodyinvolved in CRM. The text is clear and pictures are well done andfunny which is rare enough to be mentioned. From basic to advancedtopics, the book is a very pleasant journey inside data mining witha clear focus on customer segmentation. Really advised if you'renot a fan of formulas." (Data Mining Research, 18 March2011)"Many marketers hear that data mining is a valuable tool, but maynot know where to start or how to apply it to their business. Thisbook bridges the gap between the technology and its use inhigh-value marketing applications. Not only are the techniques ofdata mining explained (in ways accessible to mere mortals, not justPhD statisticians), Chorianopoulos and Tsiptsis guide marketers inbanking, retail, and telecommunications through the steps ofassembling the right data, analyzing it to identify actionablesegments, and using this insight to drive successful marketingactivities. The book is packed with guidance and tips that will'jump start' marketing applications - a greatbenefit to any company looking to move its marketing to the nextlevel." --Colin Shearer, Senior Vice President StrategicAnalytics, SPSS, an IBM Company
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