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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