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on 6 December 2001
As a DM Consultant, this book is a must read for anybody new to Data Mining, who wants to fully understand the techniques but doesn't want to get bogged down in specific statistical methods and algorythms. Totally business focused which will leave academics frustrated.
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on 19 June 1998
Data Mining Techniques, For Marketing, Sales, and Customer Support strikes a good balance: business parts never get technical and technical parts are always to the point. This book is rich with examples from real business cases. I consider this the best introduction in data mining currently available.
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on 9 December 1997
The authors explain in a detailed way the most popular Data Mining techniques. The topics about Neuronal Networks, Decision Trees, Market-Basket Analysis and Memory-Based Reasoning are excellent. I think the topic Genetic Algorithms could be a bit more developed, but for the beginner is a good first overview. I have missed a topic about fuzzy logic. Given that the 90% of Data Mining projects are based on Marketing (1:1), the book is absolutely suitable for starting with these concepts, although I feel the book can be used in any other field (Just-In-Time Inventory, Demand Forecasting, Supply Value Chain, etc.)

In my opinion, it was very useful for my work and I considered it as a reference book.
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on 10 July 2001
Provides an excellent discussion of a wide variety of techniques and their applicability to business problems.
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on 25 February 1999
Very disappointing, if you're looking for a mathematically oriented book. In fact it avoids math like the plague. It's therefore ideally suited to: (a) project managers who don't really want to do any serious work themselves, and (b) people who want to drop words at cocktail parties to impress people. Totally unsuited to the serious researcher.
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on 22 January 1998
The authors discuss data mining for marketing in a business context. Their descriptions of the techniques are clear and accurate, and the case studies provide excellent models. The book is very well written and has a comprehensive index.
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on 6 November 2010
The book arrived on time and in good conditions, as it was said. I think this book is a good introduction to the Data Mining world, as it explains basic techniques as well as the general virtuous cycle of Data Mining.
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