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Mastering Data Mining: The Art and Science of Customer Relationship Management
 
 
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Mastering Data Mining: The Art and Science of Customer Relationship Management (Paperback)

by Prof Michael J. A. Berry (Author), Gordon S. Linoff (Author) "To say that the past century saw rapid change is both a cliche and an understatement ..." (more)
5.0 out of 5 stars See all reviews (2 customer reviews)
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Mastering Data Mining: The Art and Science of Customer Relationship Management + Data Mining Techniques: for Marketing, Sales and Customer Relationship Management + Data Mining Cookbook: Modeling Data for Marketing, Risk and Customer Relationship Management (Datawarehousing)
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Product details

  • Paperback: 512 pages
  • Publisher: John Wiley & Sons (12 Jan 2000)
  • Language English
  • ISBN-10: 0471331236
  • ISBN-13: 978-0471331230
  • Product Dimensions: 23.1 x 18.5 x 3 cm
  • Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
  • Amazon.co.uk Sales Rank: 349,713 in Books (See Bestsellers in Books)

    Popular in these categories:

    #17 in  Books > Business, Finance & Law > Sales & Marketing > Database Marketing
    #20 in  Books > Computing & Internet > Databases > Data Storage & Management > Data Mining

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Product Description

Review
"I give it full marks for both content and value for money..."(Computer Bulletin – Book of the month, March 2001)

Review
"I give it full marks for both content and value for money..."(Computer Bulletin – Book of the month, March 2001)

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To say that the past century saw rapid change is both a cliche and an understatement. Read the first page
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6 of 6 people found the following review helpful:
5.0 out of 5 stars Clear introduction for general IT professionals and managers, 3 Oct 2003
By Simon Riggs "simon@2ndquadrant.com" (Oxfordshire, UK) - See all my reviews
(REAL NAME)   
Probably their best book yet; definitely buy this - you will enjoy the read. If you are an IT professional or manager with some understanding of modern commercial IT, then you will find this straightforward - others will find the books technical content is easy to understand.

Berry and Linhoff start with easy to understand pictorial descriptions of the core concepts of data mining, with clear worked examples on real business data. Screenshots and usage descriptions are given for some leading data mining tools such as Clementine, Enterprise Miner and Mineset.

The Case Studies section is superb, covering well explained examples of how to apply these techniques in:
-On-line Retail banking
-Mobile Telephony
-Fixed line Telecommunications
-Manufactuing
-Retail sales

The book is also notable for its discussions around data preparation for data mining. In particular it is one of the few books to discuss in detail how to handle very large data volumes using the Ab Initio product set. It gives an excellent non-technical introduction to parallel processing in a bulk data movement (or "ETL") context, identifying areas where SQL databases would not be able to provide the same functionality.

I borrowed a friend's, then bought my own.

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1 of 1 people found the following review helpful:
5.0 out of 5 stars If you only choose 3 data mining books - make this one of them, 21 May 2006
By D. Berry "Alex Berry" (United Kingdom) - See all my reviews
(REAL NAME)   
The most visible applications of data mining are clearly in the fields relating to customer management and marketing. In this book, like others, the authors demystified the landscape of the subject and helped to steer and skill the CRM workforce.

The material is well written and, in my opinion, achieves its aims at the right level. Books like this are not well endorsed for no reason. Be compelled to purchase, highly recommended.

Like most purchases, look for more recent coverage of the subject first. The application of data mining to CRM is still indeed evolving, although new insight in this area is beginning to dwain as the process and techniques have matured and somewhat commoditised.
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