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Customer Review

on 26 February 2010
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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