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Data Mining Techniques in CRM Hardcover – 17 Feb 2010

4.9 out of 5 stars 13 customer reviews

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Product details

  • Hardcover: 372 pages
  • Publisher: John Wiley & Sons; 1 edition (17 Feb. 2010)
  • Language: English
  • ISBN-10: 0470743972
  • ISBN-13: 978-0470743973
  • Product Dimensions: 18 x 2.5 x 25.4 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Bestsellers Rank: 678,176 in Books (See Top 100 in Books)
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Product description

Review

"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

"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"
-- ACM Computing Reviews (Reviews.com) Jun 2011

"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."
-- Data Mining Research - dataminingblog.com (18 March 2011)

"The text succeeds in offering a good introduction to data mining and market segmentation for almost any reader."
-- International Retail and Marketing Review (Sep 2011)

From the Back Cover

Data Mining Techniques in CRM: Inside Customer Segmentation presents a comprehensive guide to the use of Data Mining Techniques in the CRM framework, combining a technical and a business perspective and bridging the gap between data mining & business professionals. By using non–technical language it focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes.

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.

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Format: Hardcover
`Data Mining Techniques in CRM' by Tsiptsis & Chorianopoulos is a must-read for modern, customer-centric corporation analysts. A remarkable reference on Data mining for Customer Segmentation, presenting methodologies, data mining best practices, along with real-world marketing applications across several industries. The practical orientation of the book is achieved through numerous data models and suitable how-to guidance.

Business analysts, marketers, information architects, business intelligence engineers will all find invaluable material presented in a stepwise, user-friendly approach. For both practicing analysts and experienced professionals this book will enrich the options towards a sophisticated customer intelligence framework.

George Krasadakis, Managing Director
Datamine decision support systems
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Format: Hardcover Verified Purchase
When I first read this I thought either datamining is getting simpler or I am getting smarter.
Having spent several years in marketing and relationship management in the services sector this is the first time I find such a clear step by step approach to datamining. I found the reasoning for selection and the profiling suggestions in the clustering discussion very helpful. It made my life a lot easier in the effort to segment my customer base.
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Format: Hardcover
A holistic customer behaviour & attitude analysis to support decision makers. It is the `Bible' for marketers who need to build a deeper insight and plan accordingly their actions per customer segment, building profitable customer relationships. I truly recommend using it in your business.

Efi Kassouri
IT/ Release Management Senior Professional
Vodafone
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Format: Hardcover
All chapters are very good but especially the `mining data mart' is exceptional. I can really use this book as a guide for data mining projects. The starting point which is `what data should I need' is fully covered by this book.

Dr. Nikos Bogris
Business Planing & Strategy Manager
Open 24 S.A.
Athens, Greece
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Format: Hardcover
This is an excellent opportunity for any professional who is interested in Data Mining CRM and Marketing. The book bridges the gaps between IT and other lines of business (e.g. CRM and Marketing) in terms of data needs, since it includes detailed data mart designs required for establishing effective Data Mining and Analytical CRM applications in the industries of banking, telecommunication and retail.

The industry based examples, together with the solid data mining methodology introduced by the authors, can be used as a blueprint for developing successful Multi-Attribute Segmentation Schemes with the use of data mining technology. Furthermore, it assists the Marketing Experts on how they can use these Data Mining results for achieving more effective cross selling, product development, customer acquisition and retention.

The book, with its excellent structure, cohesion and context, can be used as a roadmap by any organization or professional who would like to introduce or even improve their CRM, Marketing and BI operations through data analysis.
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Format: Hardcover Verified Purchase
I have been working for the last three years with Mr. Tsiptsis and I have to admit that I have been taught much of the expertise offered in this book. So the content of this book was more or less familiar to me. What surprised me is the fact that the authors have not kept secrets for themselves, as it usually occurs in the data mining and marketing books I have gone through. All their knowledge and expertise is offered in this book. Plenty of tips and tricks reveal the authors' will to share their academic and practical experience. As long as such level of detail concerning information is offered, this book is at least a complete and useful, not to say essential, guide for data miners and marketers as well.

Loukas Maragos
MSc in Retail Management
CRM Analyst
Eurobank EFG
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Format: Hardcover
This is a book for professionals who want a lift to the next level.
The authors share on a noble scale their professional and academic experience, analyzing methodologies and giving tips which a lot of Data Mining experts ignore or keep carefully hidden.
It is also remarkable that they cross the usual Data Mining boundaries, describing the full view of BI implementations and defining the modern data miner as a BI expert.

George Goudelis
MSc in Applied Mathematics
CRM & Customer Intelligence Manager
Eurobank EFG
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