About the Authors.
Chapter 1: Why and What Is Data Mining?
Chapter 2: The Virtuous Cycle of Data Mining.
Chapter 3: Data Mining Methodology and Best Practices.
Chapter 4: Data Mining Applications in Marketing and Customer Relationship Management.
Chapter 5: The Lure of Statistics: Data Mining Using Familiar Tools.
Chapter 6: Decision Trees.
Chapter 7: Artificial Neural Networks.
Chapter 8: Nearest Neighbor Approaches: Memory-Based Reasoning and Collaborative Filtering.
Chapter 9: Market Basket Analysis and Association Rules.
Chapter 10: Link Analysis.
Chapter 11: Automatic Cluster Detection.
Chapter 12: Knowing When to Worry: Hazard Functions and Survival Analysis in Marketing.
Chapter 13: Genetic Algorithms.
Chapter 14: Data Mining throughout the Customer Life Cycle.
Chapter 15: Data Warehousing, OLAP, and Data Mining.
Chapter 16: Building the Data Mining Environment.
Chapter 17: Preparing Data for Mining.
Chapter 18: Putting Data Mining to Work.