# New Book: Effective CRM using Predictive Analytics – get 20% discount

A comprehensive step-by-step guide to designing, setting up, executing and deploying data mining techniques in marketing. Use code VBM93 for 20% discount.

Key Reference Book from Wiley:

ISBN 978-1-119-01155-2

Table of Contents

Visit www.wiley.com to buy your copy now. Quote code: VBM93 at the checkout to receive your 20% discount.

A comprehensive step-by-step guide to designing, setting up, executing and deploying data mining techniques in marketing.

Following a handbook approach, this book bridges the gap between analytics and their use in everyday marketing, providing guidance on solving real business problems using data mining techniques.

Organized into three parts:

1) A methodological roadmap, covering both business and technical aspects. The data mining process is presented in detail along with specific guidelines for the development of optimized acquisition, cross/ deep/ up selling and retention campaigns, as well as effective customer segmentation schemes.

2) Some of the most useful data mining algorithms are explained in a simple and comprehensive way for business users with no technical expertise.

3) Real world case studies which employ the use of three leading data mining tools: IBM SPSS Modeler, RapidMiner and Data Mining for Excel. Case studies from industries including banking, retail and telecommunications are presented in detail as templates for developing similar applications.

**Effective CRM using Predictive Analytics by Antonios Chorianopoulos**ISBN 978-1-119-01155-2

Table of Contents

**Free Chapter****20% OFF Buy Now**Visit www.wiley.com to buy your copy now. Quote code: VBM93 at the checkout to receive your 20% discount.

A comprehensive step-by-step guide to designing, setting up, executing and deploying data mining techniques in marketing.

Following a handbook approach, this book bridges the gap between analytics and their use in everyday marketing, providing guidance on solving real business problems using data mining techniques.

Organized into three parts:

1) A methodological roadmap, covering both business and technical aspects. The data mining process is presented in detail along with specific guidelines for the development of optimized acquisition, cross/ deep/ up selling and retention campaigns, as well as effective customer segmentation schemes.

2) Some of the most useful data mining algorithms are explained in a simple and comprehensive way for business users with no technical expertise.

3) Real world case studies which employ the use of three leading data mining tools: IBM SPSS Modeler, RapidMiner and Data Mining for Excel. Case studies from industries including banking, retail and telecommunications are presented in detail as templates for developing similar applications.

**Key Features:**- numerous real-world case studies which are presented step by step, demystifying the usage of data mining models and clarifying all the methodological issues
- accompanied by a website featuring material from each case study, including datasets and relevant code
- Data mining algorithms are explained in a simple and comprehensive way for business users with no technical expertise.

**Effective CRM using Predictive Analytics**is ideal for data mining practitioners and consultants, data analysts, statisticians, and CRM officers. It will also be invaluable to academics and students interested in applied data mining.