Customer Review

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
This review is from: Mastering Data Mining w/WS: The Art and Science of Customer Relationship Management (Paperback)
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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