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Data Mining Techniques: for Marketing, Sales and Customer Relationship Management [Paperback]

Michael J. Berry , Gordon S. Linoff
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Table of Contents

Acknowledgments. About the Authors. Introduction. Chapter 1: Why and What Is Data Mining? Chapter 2: The Virtuous Cycle of Data Mining. Chapter 3: Data Mining Methodology and Best Practices. Chapter 4: Data Mining Applications in Marketing and Customer Relationship Management. Chapter 5: The Lure of Statistics: Data Mining Using Familiar Tools. Chapter 6: Decision Trees. Chapter 7: Artificial Neural Networks. Chapter 8: Nearest Neighbor Approaches: Memory–Based Reasoning and Collaborative Filtering. Chapter 9: Market Basket Analysis and Association Rules. Chapter 10: Link Analysis. Chapter 11: Automatic Cluster Detection. Chapter 12: Knowing When to Worry: Hazard Functions and Survival Analysis in Marketing. Chapter 13: Genetic Algorithms. Chapter 14: Data Mining throughout the Customer Life Cycle. Chapter 15: Data Warehousing, OLAP, and Data Mining. Chapter 16: Building the Data Mining Environment. Chapter 17: Preparing Data for Mining. Chapter 18: Putting Data Mining to Work. Index.

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