Wow! eBook
Data Mining Techniques in CRM: Inside Customer Segmentation
Author(s): Konstantinos K. Tsiptsis (Author), Antonios Chorianopoulos (Author)
- Publisher: Wiley
- Publication Date: 15 Jan. 2010
- Edition: 1st
- Language: English
- Print length: 372 pages
- ISBN-10: 0470743972
- ISBN-13: 9780470743973
Book Description
Editorial Reviews
Review
“This is an excellent book for any data miner or anybody involved in CRM. The text is clear and pictures are well done and funny which is rare enough to be mentioned. From basic to advanced topics, the book is a very pleasant journey inside data mining with a clear focus on customer segmentation. Really advised if you’re not a fan of formulas.” (Data Mining Research, 18 March 2011)
Review
―Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company
Review
— Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company
“Turning data into action is the aim of this insightful and practice-oriented book; it succeeds in an extraordinary way. It superbly demonstrates how to use analytical data mining techniques to gain actionable results when analyzing a customer base.This book is poised to become a standard reference, and I unconditionally recommend it to anyone working in this field”
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“An excellent book for any data miner or anybody involved in CRM. The book is a very pleasant journey inside data mining…Really advised if you′re not a fan of formulas.”
—
“The text succeeds in offering a good introduction to data mining and market segmentation for almost any reader.”
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From the Inside Flap
The book guides readers through all 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.
Methodological and technical guidelines are supplemented by real-world application examples from all major industries, including Telecommunications, Banking and Retailing. Recommendations for the utilization of the data mining results for effective marketing are made.
Data mining algorithms are presented in a simple and comprehensive way for the business users with no technical expertise.
Lists of recommended input fields are provided to serve as the basis for the implementation of data mining applications.
The book is mainly addressed to business users who are looking for a practical guide on data mining. It presents the authors’ knowledge and experience from the ‘data mining trenches’, demystifying the secrets for data mining success
“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.”
—Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company
From the Back Cover
The book guides readers through all 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.
Methodological and technical guidelines are supplemented by real–world application examples from all major industries, including Telecommunications, Banking and Retailing. Recommendations for the utilization of the data mining results for effective marketing are made.
Data mining algorithms are presented in a simple and comprehensive way for the business users with no technical expertise.
Lists of recommended input fields are provided to serve as the basis for the implementation of data mining applications.
The book is mainly addressed to business users who are looking for a practical guide on data mining. It presents the authors′ knowledge and experience from the ′data mining trenches′, demystifying the secrets for data mining success.
About the Author
Antonios Chorianopoulos, Greek Ministry of Economy and Finance, Data Analysis Unit, MIS Service, Greece.
