Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management

Theleadingintroductorybookondatamining,fullyupdatedandrevised!WhenBerryandLinoffwrotethefirsteditionofDataMiningTechniquesinthelate1990s,dataminingwasjuststartingtomoveoutofthelabandintotheofficeandhassincegrowntobecomeanindispensabletoolofmodernbusiness.Thisnewedition—morethan50%newandrevised—?isasignificantupdatefromthepreviousone,andshowsyouhowtoharnessthenewestdataminingmethodsandtechniquestosolvecommonbusinessproblems.Theduoofunparalleledauthorsshareinvaluableadviceforimprovingresponseratestodirectmarketingcampaigns,identifyingnewcustomersegments,andestimatingcreditrisk.Inaddition,theycovermoreadvancedtopicssuchaspreparingdataforanalysisandcreatingthenecessaryinfrastructurefordataminingatyourcompany.?FeaturessignificantupdatessincethepreviouseditionandupdatesyouonbestpracticesforusingdataminingmethodsandtechniquesforsolvingcommonbusinessproblemsCoversanewdataminingtechniqueineverychapteralongwithclear,conciseexplanationsonhowtoapplyeachtechniqueimmediatelyTouchesoncoredataminingtechniques,includingdecisiontrees,neuralnetworks,collaborativefiltering,associationrules,linkanalysis,survivalanalysis,andmoreProvidesbestpracticesforperformingdataminingusingsimpletoolssuchasExcelDataMiningTechniques,ThirdEditioncoversanewdataminingtechniquewitheachsuccessivechapterandthendemonstrateshowyoucanapplythattechniqueforimprovedmarketing,sales,andcustomersupporttogetimmediateresults.