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Mastering Data Mining: The Art and Science of Customer Relationship Management
"Berry and Linoff lead the reader down an enlightened path of bestpractices." -Dr. Jim Goodnight, President and Cofounder, SASInstitute Inc.
"This is a great book, and it will be in my stack of four or fiveessential resources for my professional work." -Ralph Kimball, Author of The Data Warehouse Lifecycle Toolkit
Mastering Data Mining
In this follow-up to their successful first book, Data MiningTechniques, Michael J. A. Berry and Gordon S. Linoff offer a casestudy-based guide to best practices in commercial data mining.Their first book acquainted you with the new generation of datamining tools and techniques and showed you how to use them to makebetter business decisions. Mastering Data Mining shifts the focusfrom understanding data mining techniques to achieving businessresults, placing particular emphasis on customer relationshipmanagement.
In this book, you'll learn how to apply data mining techniques tosolve practical business problems. After providing the fundamentalprinciples of data mining and customer relationship management, Berry and Linoff share the lessons they have learned through aseries of warts-and-all case studies drawn from their experience ina variety of industries, including e-commerce, banking, cataloging, retailing, and telecommunications.
Through the cases, you will learn how to formulate the businessproblem, analyze the data, evaluate the results, and utilize thisinformation for similar business problems in different industries.
Berry and Linoff show you how to use data mining to: Retaincustomer loyaltyTarget the right prospectsIdentify new markets forproducts and servicesRecognize cross-selling opportunities on andoff the Web
The companion Web site at http: //www.data-miners.comfeatures: Updated information on data mining products and serviceprovidersInformation on data mining conferences, courses, and othersources of informationFull-color versions of the illustrations usedin the book.
"This is a great book, and it will be in my stack of four or fiveessential resources for my professional work." -Ralph Kimball, Author of The Data Warehouse Lifecycle Toolkit
Mastering Data Mining
In this follow-up to their successful first book, Data MiningTechniques, Michael J. A. Berry and Gordon S. Linoff offer a casestudy-based guide to best practices in commercial data mining.Their first book acquainted you with the new generation of datamining tools and techniques and showed you how to use them to makebetter business decisions. Mastering Data Mining shifts the focusfrom understanding data mining techniques to achieving businessresults, placing particular emphasis on customer relationshipmanagement.
In this book, you'll learn how to apply data mining techniques tosolve practical business problems. After providing the fundamentalprinciples of data mining and customer relationship management, Berry and Linoff share the lessons they have learned through aseries of warts-and-all case studies drawn from their experience ina variety of industries, including e-commerce, banking, cataloging, retailing, and telecommunications.
Through the cases, you will learn how to formulate the businessproblem, analyze the data, evaluate the results, and utilize thisinformation for similar business problems in different industries.
Berry and Linoff show you how to use data mining to: Retaincustomer loyaltyTarget the right prospectsIdentify new markets forproducts and servicesRecognize cross-selling opportunities on andoff the Web
The companion Web site at http: //www.data-miners.comfeatures: Updated information on data mining products and serviceprovidersInformation on data mining conferences, courses, and othersources of informationFull-color versions of the illustrations usedin the book.
512 pages, Kindle Edition
First published December 28, 1999
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