New Book: Data Mining Techniques in CRM. Inside Customer Segmentation
Published 2010 by Wiley
A complete and comprehensive handbook for the application of data mining techniques in marketing and customer relationship management. It combines a technical and a business perspective, bridging the gap between data mining and its use in marketing.
It guides readers through all the phases of the data mining process, from the understanding of the business objective and the setting of the data mining goal to the model development, evaluation and deployment.
It answers the crucial question of 'what data to use' by proposing mining data marts and full lists of KPIs for Banking, Telecommunications and Retail.
Data mining algorithms are presented in a simple and comprehensive way for the business users with no technical expertise.
Methodological and technical guidelines are supplemented by real-world application examples from all major industries along with recommendations for the use of the data mining results for effective marketing.
The book is mainly addressed to marketers, business analysts and data mining practitioners who are looking for a practical guide on data mining. It presents the authors' knowledge and experience from the "data mining trenches", revealing the secrets for data mining success.
Review by Mr. Colin Shearer, Senior Vice President Strategic Analytics, SPSS an IBM Company:
Many marketers hear that data mining is a valuable tool, but may not know where to start or how to apply it to their business. This book bridges the gap between the technology and its use in high-value marketing applications. Not only are the techniques of data mining explained (in ways accessible to mere mortals, not just PhD statisticians), Chorianopoulos and Tsiptsis guide marketers in banking, retail, and telecommunications through the steps of assembling the right data, analyzing it to identify actionable segments, and using this insight to drive successful marketing activities.
The book is packed with guidance and tips that will "jump start" marketing applications - a great benefit to any company looking to move its marketing to the next level.
Find out more at Amazon.
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