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Michael Ross
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Data Science for Business: What You Need to Know about Data Mining and Data-Analytic Thinking, by Foster Provost

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Probably the widest applications of data-mining techniques are in marketing for tasks such as targeted marketing, online advertising, and recommendations for cross-selling.
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Data Science for Business: What You Need to Know about Data Mining and Data-Analytic Thinking
Data Science for Business: What You Need to Know about Data Mining and Data-Analytic Thinking
by Foster Provost
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